The impact of eWOM on tourist accommodation in the traditional economy vs. The collaborative economy. Case study.

Authors

  • Mercedes Jiménez García Instituto Universitario para el Desarrollo Social y Sostenible (INDESS) y Facultad de Ciencias Sociales y de la Comunicación. Universidad de Cádiz

DOI:

https://doi.org/10.32826/cude.v41i117.92

Keywords:

traditional economy, collaborative economy, electronic word of mouth (eWOM), Airbnbn, Tripadvisor

Abstract

As social networks gain in importance, so does the opinion of travelers and their influence on online sales. In the tourism accommodation sector, the active participation of this industry in these networks is a fundamental part of customer loyalty and the fulfillment of their expectations. Through this work, we explore this concept by analyzing possible differences in the impact of eWOM on two tourist accommodation systems: the traditional one, represented by the hotel industry (on Tripadvisor) and collaborative, represented by the rent of accommodation (in Airbnb). For this purpose, a quantitative and qualitative analysis of online comments will be used. Given the complexity and extent of the theme, we analyze one of the most visited tourist cities: Barcelona. As a result of this, important differences between the two economies are observed, and some recommendations for the sector are established.

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Published

2018-10-29

Issue

Vol. 41 No. 117 (2018): Pages 225-307 (September-December 2018)

Section

Articles

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