Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

eWOM: The Importance of Reviews and Ratings in Tourism Marketing

eWOM: The Importance of Reviews and Ratings in Tourism Marketing
View Sample PDF
Author(s): Juan Pedro Mellinas (Universidad Internacional de La Rioja, Spain) and Sofía Reino (University of Hertfordshire, UK)
Copyright: 2019
Pages: 31
Source title: Strategic Perspectives in Destination Marketing
Source Author(s)/Editor(s): Mark Anthony Camilleri (University of Malta, Malta)
DOI: 10.4018/978-1-5225-5835-4.ch006


View eWOM: The Importance of Reviews and Ratings in Tourism Marketing on the publisher's website for pricing and purchasing information.


It is difficult to find a traveler who has not written and/or read an online review at any stage of their travel. Most people will not book a hotel if this has no reviews and/or will not choose a destination before reading some opinions from other users. Tourism professionals can gain a comprehensive understanding of the dynamic relationships and key influential factors which are relevant to online reviews. A single business can have thousands of reviews. This creates a situation of information overload for hotel managers, who encounter themselves with increasingly larger numbers of information to analyze and act upon. The ability to effectively analyze data, using in occasions dedicated software becomes a crucial aspect of hotel management. The chapter ends with a reflection on how eWOM is leading to the generation of a new approach to business management.

Related Content

Elena Veselinova, Marija Gogova Samonikov. © 2020. 17 pages.
Tamer A. Awad, Sahar Mohsen. © 2020. 21 pages.
Bethan Alexander, Karinna Nobbs. © 2020. 24 pages.
Maja Šerić, Irene Gil-Saura, Alejandro Mollá-Descals. © 2020. 29 pages.
Ankita Sen Negi, Payel Das. © 2020. 14 pages.
Gyaneshwar Singh Kushwaha, Mukesh Kaushal. © 2020. 21 pages.
Eman Mohamed Abd-El-Salam. © 2020. 29 pages.
Body Bottom