The Impact of Negative Electronic Word-of-mouth on the Danish Tourism Industry
Author
Peneva, Irena Dimitrova
Term
4. term
Education
Publication year
2015
Submitted on
2015-05-30
Pages
53
Abstract
Elektronisk word-of-mouth (eWOM)—kunders online anmeldelser og kommentarer—former købsbeslutninger og påvirker de berørte virksomheder. Dette projekt undersøger to ting: hvordan negativ eWOM påvirker den danske hotelbranche, og hvordan danske hoteller beskytter deres image og omdømme, når gæster kritiserer dem på nettet. For at indsamle viden blev der gennemført personlige, ustrukturerede interviews og et selvadministreret online spørgeskema med danske hotelledere. Resultaterne viser, at negativ eWOM skader et hotels image og omdømme, når problemet er alvorligt, og hotellet ikke gør en indsats for at løse det. Hoteller anvender ofte svarstrategier til at håndtere negative anmeldelser; den mest brugte er en imødekommende tilgang, der fokuserer på at imødekomme gæsternes bekymringer, fordi den påvirker gæsters adfærd og købsbeslutninger positivt.
Electronic word-of-mouth (eWOM)—online reviews and comments shared by customers—shapes buying decisions and affects the companies involved. This project examines two questions: how negative eWOM influences the Danish hotel industry, and how Danish hotels protect their image and reputation when guests criticize them online. To gather insights, the study used personal, unstructured interviews and a self-completion online questionnaire with Danish hotel managers. The results show that negative eWOM harms a hotel’s image and reputation when the issue is serious and the hotel makes no effort to resolve it. Hotels commonly use response strategies to handle negative reviews; the most frequent is an accommodative approach, which focuses on addressing guests’ concerns, because it positively influences guests’ behavior and purchase decisions.
[This abstract was generated with the help of AI]
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