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Hospitality Administration and Management
Faculty Scholarship and Creative Works
Consumer-generated feedback, eWOM, lodging, online reviews, social media
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Towards A Model Of Electronic Word-Of-Mouth And Its Impact On The Hotel Industry, Edwin N. Torres, Dipendra Singh
Towards A Model Of Electronic Word-Of-Mouth And Its Impact On The Hotel Industry, Edwin N. Torres, Dipendra Singh
Faculty Scholarship and Creative Works
Scholars and practitioners recognize that spreading word-of-mouth can play an important role in the formation of a hotel’s image. However, the relationships among various measures of online customer engagement are relatively unknown. The present study analyzes the relationships and quantifies the impacts of various measures of online engagement including the number of online reviews, overall rating, and relative ranking. The researchers used path analysis on a sample of 178 hotels to study the relationships among relevant variables and build a model to explain the impact of such measures (Figure 2). The results reveal there is a positive direct effect of …