Effects of hotel online word of mouth among millennial travelers

• Main Author: Reyes, Ronie Marie P.
• Format: text
• Language: English
• Published: Animo Repository 2016
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5262
• Institution: De La Salle University

This study aims to explore the effects of online word of mouth among the millennial travelers in the hotel industry. Effects of online WOM were measured using the research model derived from theoretical frameworks of WOM and consumer behavior. These were compared with corresponding survey that investigate the usage of online WOM, cognitive and affective responses in hotel brands, and purchase intent. Linear regression analysis was used to validate any possible correlations. Research scope was limited to millennial travelers living in Metro Manila. Furthermore, this study focused on hotel establishments (as defined by DOT) and the online WOM messages found in blogs, travel review websites and social networking sites. After consolidating related literatures from different industries, analysis from these studies are almost consistent with the idea that online WOM influences customers in terms of cognitive and affective response, and purchase intent. The findings from the statistical analysis confirmed the relationship of online WOM, cognitive response, effects of positive and negative messages to hotel booking. However, the effect of online WOM in affective response was not established. The outcomes of this study also provided sufficient basis to achieve the general and specific objectives set at the research proposal phase. Recommendations for action plans and further research were also provided.