Electronic word-of-mouth in hospitality and tourism management

• Published in: Tourism management (1982) Vol. 29; no. 3; pp. 458 - 468
• Main Authors: Litvin, Stephen W., Goldsmith, Ronald E., Pan, Bing
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01-06-2008
• Subjects: Online marketing; Opinion leaders; Reference groups; WOM; Word of mouth; Reference groups; WOM; Word of mouth; Word-of-mouth; Online marketing; Opinion leaders
• ISSN: 0261-5177; 1879-3193
• DOI: 10.1016/j.tourman.2007.05.011

Interpersonal influence and word-of-mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision. These influences are especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consumption. When WOM becomes digital, the large-scale, anonymous, ephemeral nature of the Internet induces new ways of capturing, analyzing, interpreting, and managing the influence that one consumer may have on another. This paper describes online interpersonal influence, or eWOM, as a potentially cost-effective means for marketing hospitality and tourism, and discusses some of the nascent technological and ethical issues facing marketers as they seek to harness emerging eWOM technologies.