Tourism 2.0: eWoM's Dimensions How Costumers Consider eWOM to Book Hotels on Trip Advisor's websites?

摘要

This paper discusses the behaviour of consumers to seek and receive information in electronic form of Word of Mouth (eWOM). Today, more customers prefer to collect information about their destinations through social networks and search engines. Trip Advisor, as one of SNS with thematic category that is online social travel network, allows users to interact and perform reviews (eWOM), as well as plan their own trips. E-WoM has dimensions that are analyzed by importance. Therefore, this study was conducted to determine eWOM's dimensions influencing customers when choosing a hotel on Trip Advisor website. To do so, a descriptive qualitative research was conducted aiming to know and understand which and why certain eWOM's dimensions are able to influence customers decision making process. In order to obtain optimal results, the primary data used is the result of an interview completed with observation data. The result shows that there are several important dimensions of eWOM contribute in customers' decision-making process. First, recommendation rating attracts customers to obtain more information of a high-rated hotel. Second, concerning the quality of reviews, relevant and comprehensive reviews are valuable information to meet the needs of customers. Further, customers' trust emerged because the review is considered as accurate information since it contains honest story.