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

Stephen W. Litvin (Department of Hospitality and Tourism Management, College of Charleston, Charleston, South Carolina, USA)
Ronald E. Goldsmith (Department of Marketing, Florida State University, Tallahassee, Florida, USA)
Bing Pan (Department of Recreation, Park and Tourism Management, Pennsylvania State University, University Park, Pennsylvania, USA)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 8 January 2018

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Abstract

Purpose

The 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/approach

The 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.

Findings

The 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 implications

The authors provide examples of successful media campaigns and propose strategies for hospitality and tourism businesses.

Originality/value

eWOM 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.

Keywords

Citation

Litvin, S.W., Goldsmith, R.E. and Pan, B. (2018), "A retrospective view of electronic word-of-mouth in hospitality and tourism management", International Journal of Contemporary Hospitality Management, Vol. 30 No. 1, pp. 313-325. https://doi.org/10.1108/IJCHM-08-2016-0461

Publisher

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Emerald Publishing Limited

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