Altruism in eWOM: propensity to write reviews on hotel experience

This research tests the relationship between aspects of customer influenceability at the time of booking a hotel with the propensity to write a review in electronic word-of-mouth communication. A valid sample of 739 online questionnaires was obtained. An Exploratory Factor Analysis was conducted in...

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Detalles Bibliográficos
Autores: Llorens Marín, Miguel, Hernández Estrada, Adolfo, Puelles Gallo, María
Tipo de recurso: artículo
Fecha de publicación:2023
País:España
Institución:Universidad Complutense de Madrid (UCM)
Repositorio:Docta Complutense
Idioma:inglés
OAI Identifier:oai:docta.ucm.es:20.500.14352/103475
Acceso en línea:https://hdl.handle.net/20.500.14352/103475
Access Level:acceso abierto
Palabra clave:Electronic word-of-mouth (eWOM)
Hotel reviews
Digital marketing
Path analysis
Review provision
Marketing
5311.05 Marketing (Comercialización)
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spelling Altruism in eWOM: propensity to write reviews on hotel experienceLlorens Marín, MiguelHernández Estrada, AdolfoPuelles Gallo, MaríaElectronic word-of-mouth (eWOM)Hotel reviewsDigital marketingPath analysisReview provisionMarketing5311.05 Marketing (Comercialización)This research tests the relationship between aspects of customer influenceability at the time of booking a hotel with the propensity to write a review in electronic word-of-mouth communication. A valid sample of 739 online questionnaires was obtained. An Exploratory Factor Analysis was conducted in order to reduce the dimensions of the two critical variables, and a measurement model was built. Then a Path analysis was carried out. The novelty of this research lies in measuring the evolution from being a passive eWOM reader to a proactive eWOM writer. Results indicate a relationship between being influenced by reading reviews and the propensity to write reviews. The most important underlying motivation to write a review is altruistic. Managers should try to identify the most responsive customers and encourage them to write reviews on altruistic grounds. This study effectively validated the impact of being responsive to reading reviews on the inclination to, in turn, write them. Findings contribute to the evolving research landscape in eWOM within the hospitality and tourism sector, offering practical insights for industry practitioners to formulate more effective strategies in soliciting and managing customer reviews.MDPIUniversidad Complutense de Madrid20232023-12-2320232023-12-23journal articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/20.500.14352/103475reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/1034752026-06-02T12:44:21Z
dc.title.none.fl_str_mv Altruism in eWOM: propensity to write reviews on hotel experience
title Altruism in eWOM: propensity to write reviews on hotel experience
spellingShingle Altruism in eWOM: propensity to write reviews on hotel experience
Llorens Marín, Miguel
Electronic word-of-mouth (eWOM)
Hotel reviews
Digital marketing
Path analysis
Review provision
Marketing
5311.05 Marketing (Comercialización)
title_short Altruism in eWOM: propensity to write reviews on hotel experience
title_full Altruism in eWOM: propensity to write reviews on hotel experience
title_fullStr Altruism in eWOM: propensity to write reviews on hotel experience
title_full_unstemmed Altruism in eWOM: propensity to write reviews on hotel experience
title_sort Altruism in eWOM: propensity to write reviews on hotel experience
dc.creator.none.fl_str_mv Llorens Marín, Miguel
Hernández Estrada, Adolfo
Puelles Gallo, María
author Llorens Marín, Miguel
author_facet Llorens Marín, Miguel
Hernández Estrada, Adolfo
Puelles Gallo, María
author_role author
author2 Hernández Estrada, Adolfo
Puelles Gallo, María
author2_role author
author
dc.contributor.none.fl_str_mv Universidad Complutense de Madrid
dc.subject.none.fl_str_mv Electronic word-of-mouth (eWOM)
Hotel reviews
Digital marketing
Path analysis
Review provision
Marketing
5311.05 Marketing (Comercialización)
topic Electronic word-of-mouth (eWOM)
Hotel reviews
Digital marketing
Path analysis
Review provision
Marketing
5311.05 Marketing (Comercialización)
description This research tests the relationship between aspects of customer influenceability at the time of booking a hotel with the propensity to write a review in electronic word-of-mouth communication. A valid sample of 739 online questionnaires was obtained. An Exploratory Factor Analysis was conducted in order to reduce the dimensions of the two critical variables, and a measurement model was built. Then a Path analysis was carried out. The novelty of this research lies in measuring the evolution from being a passive eWOM reader to a proactive eWOM writer. Results indicate a relationship between being influenced by reading reviews and the propensity to write reviews. The most important underlying motivation to write a review is altruistic. Managers should try to identify the most responsive customers and encourage them to write reviews on altruistic grounds. This study effectively validated the impact of being responsive to reading reviews on the inclination to, in turn, write them. Findings contribute to the evolving research landscape in eWOM within the hospitality and tourism sector, offering practical insights for industry practitioners to formulate more effective strategies in soliciting and managing customer reviews.
publishDate 2023
dc.date.none.fl_str_mv 2023
2023-12-23
2023
2023-12-23
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/103475
url https://hdl.handle.net/20.500.14352/103475
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv MDPI
publisher.none.fl_str_mv MDPI
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,301603

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