A master thesis from Aalborg University
The Impact of Negative Electronic Word-of-mouth on the Danish Tourism Industry
Author(s)
Term
4. term
Education
Publication year
2015
Submitted on
2015-05-30
Pages
53 pages
Abstract
Electronic word-of-mouth (eWOM) is a contemporary phenomenon and it is a subject of many discussions. It is an influential factor for customers’ purchase decisions, consequently, it has an impact on the companies involved. The current project will investigate on one hand, how negative eWOM can affect the Danish hotel industry and on the other hand, by what means Danish hotels defend their image and reputation against guests’ critiques expressed on the Internet. Personal unstructured interview and self-completion e-questionnaire were conducted with a number of Danish hotel managers in order to collect data. It was revealed that negative eWOM can have a harmful impact on hotels’ image and reputation if the problem is very serious and no corporate effort was made to fix it. The data collection has shown that hotels tend to adopt response strategies in order to deal with negative online reviews. The most used strategy is the accommodative one due to its favorable influence on hotel guests’ behavior and purchase decision-making.
Documents
Colophon: This page is part of the AAU Student Projects portal, which is run by Aalborg University. Here, you can find and download publicly available bachelor's theses and master's projects from across the university dating from 2008 onwards. Student projects from before 2008 are available in printed form at Aalborg University Library.
If you have any questions about AAU Student Projects or the research registration, dissemination and analysis at Aalborg University, please feel free to contact the VBN team. You can also find more information in the AAU Student Projects FAQs.