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A retrospective view of electronic word-of-mouth in hospitality and tourism management

A retrospective view of electronic word-of-mouth in hospitality and tourism management PurposeThe purpose of this paper is to review the impact electronic word-of-mouth (eWOM) has had on the hospitality and tourism industry and discuss the changes that will affect its future. The paper’s touchpoint is the authors’ earlier paper (Litvin et al., 2008), which proposed that eWOM was to become a major influence as a conduit of travelers’ views and opinions.Design/methodology/approachThe paper summarizes the arguments of the authors’ earlier paper, describing ways in which eWOM has evolved into the influential system it has become, with special emphasis on the growth of mobile media as a platform for eWOM dissemination.FindingsThe authors conclude that eWOM has fulfilled its promise to become a major influence on the hospitality and tourism industry and will continue to play an essential role in hospitality marketing for the foreseeable future.Practical implicationsThe authors provide examples of successful media campaigns and propose strategies for hospitality and tourism businesses.Originality/valueeWOM has emerged to become a highly influential element of modern marketing strategy. This look back at an early eWOM paper, with reflection on changes that have occurred and a view to the future, is of value as validation of an often cited article that set the stage for much subsequent hospitality research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

A retrospective view of electronic word-of-mouth in hospitality and tourism management

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References (66)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-6119
DOI
10.1108/IJCHM-08-2016-0461
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to review the impact electronic word-of-mouth (eWOM) has had on the hospitality and tourism industry and discuss the changes that will affect its future. The paper’s touchpoint is the authors’ earlier paper (Litvin et al., 2008), which proposed that eWOM was to become a major influence as a conduit of travelers’ views and opinions.Design/methodology/approachThe paper summarizes the arguments of the authors’ earlier paper, describing ways in which eWOM has evolved into the influential system it has become, with special emphasis on the growth of mobile media as a platform for eWOM dissemination.FindingsThe authors conclude that eWOM has fulfilled its promise to become a major influence on the hospitality and tourism industry and will continue to play an essential role in hospitality marketing for the foreseeable future.Practical implicationsThe authors provide examples of successful media campaigns and propose strategies for hospitality and tourism businesses.Originality/valueeWOM has emerged to become a highly influential element of modern marketing strategy. This look back at an early eWOM paper, with reflection on changes that have occurred and a view to the future, is of value as validation of an often cited article that set the stage for much subsequent hospitality research.

Journal

International Journal of Contemporary Hospitality ManagementEmerald Publishing

Published: Jan 8, 2018

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