Electronic Word-of-mouth in Hospitality and Tourism Management

  title={Electronic Word-of-mouth in Hospitality and Tourism Management},
  author={Stephen W. Litvin},
Interpersonal influence and word-of-mouth (WOM) are ranked the most important information source when a consumer is making a purchase decision. This influence may be especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consumption. When WOM becomes digital, the largescale, anonymous, ephemeral nature of the Internet induces new ways of capturing, analyzing, interpreting, and managing online WOM. This paper describes… CONTINUE READING
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