PurposeThe advent of electronic word-of-mouth (eWOM) communities and review sites has strongly affected the tourism industry, changing the way hotels and accommodations build credibility and a good image. Few studies have tested, among eWOM communities, the predictors and factors that directly affect positive eWOM reviews. Using a directory of Spanish hotels in TripAdvisor, the purpose of this paper is to critically discuss and examine the predictors of positive eWOM, from the hoteliers’ perspective.Design/methodology/approachAfter the literature review on eWOM, hypotheses regarding predictors of positive eWOM were developed. Correlation and regression analyses were conducted to empirically validate the relation between hotel and personal characteristics and positive eWOM among a population of 335 hotels.FindingsResults suggest that commitment and competence are factors affecting positive eWOM. The study found that hoteliers do not perceive hotel characteristics (category, size, and type of ownership) or the use of the review site as predictors of positive valence. Instead, they perceive commitment and competence as the main predictors.Research limitations/implicationsThe identification of the predictors of positive valence is important to get better eWOM valence. It would allow hotels to improve some factors that affect positive eWOM. In this way, the hotel resources and efforts would be better targeted.Practical implicationsThe identification of the predictors of positive valence is important to get better eWOM valence. It would enable hotels to improve some factors and characteristics that affect positive eWOM. In this way, the hotel resources and efforts would be better targeted.Originality/valueThis paper investigates the factors affecting positive reviews on hotels, from the hoteliers’ perception. The study will help researchers to understand positive eWOM formation. Moreover, this study will provide marketers with information on how to improve efforts to obtain positive reviews.
Online Information Review – Emerald Publishing
Published: Apr 9, 2018
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