ELECTRONIC WORD OF MOUTH AMONG HOTEL GUESTS: DEMOGRAPHIC AND TRIPOGRAPHIC FACTORS
| Autor: | CETIN, Gürel, DINCER, Füsun İstanbullu |
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| Jazyk: | angličtina |
| Rok vydání: | 2015 |
| Předmět: | |
| Zdroj: | Volume: 9, Issue: 2 35-41 Bilgi Ekonomisi ve Yönetimi Dergisi |
| ISSN: | 1308-3937 |
| Popis: | Positive word-of-mouth from customers is a sought after desire for any organization. Inter-consumer influenceis directly related to company image, customer satisfaction, retention and acquisition, overall costs and profits.With the advancement of technology, the impact of recommendation (electronic word of mouth) as a reliablesource of product information is ever increasing as the customers are able to interact in a very large scalethrough electronic mediums.Some products and services such as automobiles, financial services and tourism require high involvement fromcustomers’ perspective as they involve high risk and a larger amount of finances. Tourism is an intangibleservice, and bought less frequently. It is harder to evaluate it prior to actual consumption. In order to minimizethe risk, tourists spend a great amount of time, effort and money for a vacation without unpleasant surprises.This is why they tend to rely heavily on recommendations of experienced travellers. The easiest way to reachthis valuable information is through internet. Most tourism services are available online, there are also forums,newsgroups, blogs and commercial web sites that offer traveller comments and ratings. Web is considered asthe most important source of information by most travellers.However in order for this information to be presented at travel sites (e.g. tripadvisor) it should be uploaded inadvance by a traveller who “have been there and done that”. Therefore it is very important to identify thoseadvocates who are likely to spread positive word of mouth through electronic channels. This study after theliterature review and an empirical study on hotel guests in Turkey, tries to identify customers who are morelikely to create eWOM (electronic word of mouth). Describing the characteristics of those opinion leaderswould help hospitality organizations to better serve those clients and improve their likelihood to reach newcustomers. |
| Databáze: | OpenAIRE |
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