Electronic word-of-mouth in hospitality and tourism management

Interpersonal influence and word-of-mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision. These influences are especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consum...

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Bibliographic Details
Published inTourism management (1982) Vol. 29; no. 3; pp. 458 - 468
Main Authors Litvin, Stephen W., Goldsmith, Ronald E., Pan, Bing
Format Journal Article
LanguageEnglish
Published Elsevier Ltd 01.06.2008
Subjects
Online marketing
Opinion leaders
Reference groups
WOM
Word of mouth
Reference groups
WOM
Word of mouth
Word-of-mouth
Online marketing
Opinion leaders
Online AccessGet full text
ISSN0261-5177
1879-3193
DOI10.1016/j.tourman.2007.05.011

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Summary:Interpersonal influence and word-of-mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision. These influences are especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consumption. When WOM becomes digital, the large-scale, anonymous, ephemeral nature of the Internet induces new ways of capturing, analyzing, interpreting, and managing the influence that one consumer may have on another. This paper describes online interpersonal influence, or eWOM, as a potentially cost-effective means for marketing hospitality and tourism, and discusses some of the nascent technological and ethical issues facing marketers as they seek to harness emerging eWOM technologies.
ISSN:0261-5177
1879-3193
DOI:10.1016/j.tourman.2007.05.011