Hotel Management Behavior Model in eWOM Management
DOI:
https://doi.org/10.25145/j.pasos.2024.22.046Keywords:
eWOM, hotel management, PLS-SEM, seasonal hotel, management behaviourAbstract
Electronic Word-of-Mouth (eWOM) is vital in various industries, particularly in the hospitality sector, where its effects on sales, prices, reputation and other business variables are evident. Understanding how eWOM is accepted and incorporated within organisations is essential for their development. The present study aims to explain managerial behaviour concerning the use of eWOM in hotels. To achieve this, a Partial Least Squares Structural Equation Modeling (PLS-SEM) model was validated using data from a questionnaire directed at hotels in a coastal region of Argentina, where year-round and seasonal hotels are located. It was found that the use of eWOM in management depends on the management's intention to use the same which is influenced by their attitude towards CIT. Additionally, attitude is influenced by the perceived usefulness and ease of management, and use is contingent upon the quality of the eWOM.
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