Managing eWOM for hotel performance

Mathews, Shane and Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Tsou, Alice and Weeks, Clinton and Tam, Lisa and Luck, Edwina (2022) Managing eWOM for hotel performance. Journal of Global Scholars of Marketing Science, 32 (3). pp. 331-350. ISSN 2163-9159


Abstract

Electronic word-of-mouth (eWOM) is an important marketing tool for achieving positive customer-related outcomes and firm performance. However, eWOM management is not well understood. This study explores how eWOM management can be utilized to optimize firm performance. Using a multiple case study approach, in-depth interviews were conducted with senior managers who were involved in the management of eWOM from nine hotels, and their websites and marketing materials were analyzed. eWoM digital platforms give even resource-constrained smaller hotels timely review analytics that can be used for the purpose of brand reputation strategy decisions. That is, those hotels that focus their limited resources on developing authentic response systems and create unique communication capabilities which are leveraged for eWOM reputation as a competitive advantage. These findings highlight that successful hotels use eWoM data analytics for decisions related long-term signaling strategies: as hotels can extend their authentic voice or an organizational character within their eWOM responses over time to complement their optimal brand position.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 21 Jul 2022 04:10
Last Modified: 21 Jul 2022 04:10
Uncontrolled Keywords: e-WOM; marketing strategy; resource-based theory; marketing performance; marketing communications
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Socio-Economic Objectives (2020): 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services
Identification Number or DOI: https://doi.org/10.1080/21639159.2020.1808844
URI: http://eprints.usq.edu.au/id/eprint/49824

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