مقاله انگلیسی رایگان در مورد استراتژی های بازاریابی دیجیتال و عملکرد هتل – الزویر 2018

Electronic word-of-mouth (eWOM) is “all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers” (Litvin et al., 2008). eWOM can take many forms, the most important one being online reviews. eWOM has a profound effect on attitudes and buying behavior of consumers and on commercial results in many product categories, such as books (Chevalier and Mayzlin, 2006), movies (Duan et al., 2008a; Liu, 2006), online games (Zhu and Zhang, 2010) and restaurants (Kim et al., 2016). eWOM appears to be particularly important for experience products. These are goods or services the quality of which cannot be judged easily prior to consumption, like hotels (Casalo et al., 2015). In such situations, the opinion of other consumers who post their experiences in online reviews, provides information from a source that is perceived as more independent and trustworth than company information (Zhao et al., 2015; Ye et al., 2011). In the travel industry, in the USA alone nearly two thirds of Web users relied on digital channels for travel information in 2013 (eMarketer, 2013). More than 74 percent of travelers use the comments of other consumers when planning trips (Gretzel and Yoo, 2008). Thus, online reviews are an important source of information for prospective hotel consumers, and they have an influence on trust and enjoyment (Sparks and Browning, 2011; Gretzel and Yoo, 2008), perceived credibility (Casalo et al., 2015; Mauri and Minazzi, 2013), hotel awareness (Vermeulen and Seegers, 2009), corporate reputation (Baka, 2016), attitudes (Casalo et al., 2015; Vermeulen and Seegers, 2009), hotel quality perceptions (Torres et al., 2015), booking intentions (Casalo et al., 2015; Ladhari and Michaud, 2015; Mauri and Minazzi, 2013; Sparks and Browning, 2011), hotel choice (Sparks and Browning, 2011; Vermeulen and Seegers, 2009), and willingness to pay (NietoGarcía et al., 2017). As a result of this, online reviews also have an effect on hotel performance. Online reviews have been found to influence room occupancy, RevPar (revenue per available room), prices (Ögut and Tas, 2012; Ye et al., 2009, 2011) and market share (Duverger 2013).