The 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.
After 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.
Results 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.
The 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.
The 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.
This 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.
This paper forms part of a special section on Information flow and Wom in Social Media and Online Communities. This paper is financed by National Funds provided by FCT – Foundation for Science and Technology through project UID/SOC/04020/2013.
Perez-Aranda, J., Guerreiro, M.M. and da Costa Mendes, J. (2018), "Predictors of positive reviews on hotels: hoteliers’ perception", Online Information Review, Vol. 42 No. 2, pp. 146-160. https://doi.org/10.1108/OIR-08-2016-0234Download as .RIS
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