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Impact of Electronic Word-of-Mouth (eWOM) on travellers’ green hotel booking intentions and policymaking

Nowadays, electronic word-of-mouth (eWOM) has become the primary source of tourism-related information. Travelers are increasingly seeking additional information provided in eWOM platforms to minimize the complexity and insecurity involved in making a purchase decision. However, there still is a lac...

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Main Authors: Yadegaridehkordi, Elaheh, Momtazi, Saeedeh, Md Nasir, Mohd Hairul Nizam
Format: Article
Published: Iranian Research Institute for Scientific Information and Documentation 2022
Subjects:
HF Commerce
Online Access:http://eprints.um.edu.my/44143/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85169681341&doi=10.35050%2fJIPM010.2022.043&partnerID=40&md5=0ce8f34e7e5a59b2ab1a85f284e95114
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spelling my.um.eprints.441432023-12-03T01:42:13Z http://eprints.um.edu.my/44143/ Impact of Electronic Word-of-Mouth (eWOM) on travellers’ green hotel booking intentions and policymaking Yadegaridehkordi, Elaheh Momtazi, Saeedeh Md Nasir, Mohd Hairul Nizam HF Commerce Nowadays, electronic word-of-mouth (eWOM) has become the primary source of tourism-related information. Travelers are increasingly seeking additional information provided in eWOM platforms to minimize the complexity and insecurity involved in making a purchase decision. However, there still is a lack of research on the impact of eWOM on travelers’ green hotel booking intentions. Therefore, this study aims to develop a theoretical model to examine the effects of positive and negative eWOM on travelers’ green hotel booking intentions and provide practical guidelines for hotel marketing and policymaking. To do this, a model was developed based on the theory of planned behavior (TPB) while positive and negative eWOM were linked to the model as two new factors. This study utilized a quantitative research approach and data collection was performed through an online survey questionnaire. Data was collected from 418 travelers who had the experience of searching on social media for collecting travel-related information. The statistical software SmartPLS and SPSS were used to analyze the data. Findings showed that customer attitudes, subjective norms, perceived behavioral controls, and positive eWOM positively influenced travelers’ green hotel booking intentions. In contrast, the influence of negative eWOM on travelers’ green hotel booking intentions was not supported. The findings of this study can assist hotel managers in social and content media policymaking. Meanwhile, they can help policymakers in the tourism industry develop optimum policies. This study can provide new capabilities for policymakers to address existing challenges and opportunities and promote green practices in the hotel sector. © 2022 Iranian Research Institute for Scientific Information and Documentation. All rights reserved. Iranian Research Institute for Scientific Information and Documentation 2022 Article PeerReviewed Yadegaridehkordi, Elaheh and Momtazi, Saeedeh and Md Nasir, Mohd Hairul Nizam (2022) Impact of Electronic Word-of-Mouth (eWOM) on travellers’ green hotel booking intentions and policymaking. Iranian Journal of Information Processing and Management. 81 – 103. ISSN 2251-8223, DOI https://doi.org/10.35050/JIPM010.2022.043 <https://doi.org/10.35050/JIPM010.2022.043>. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85169681341&doi=10.35050%2fJIPM010.2022.043&partnerID=40&md5=0ce8f34e7e5a59b2ab1a85f284e95114 10.35050/JIPM010.2022.043
institution Universiti Malaya
building UM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaya
content_source UM Research Repository
url_provider http://eprints.um.edu.my/
topic HF Commerce
spellingShingle HF Commerce
Yadegaridehkordi, Elaheh
Momtazi, Saeedeh
Md Nasir, Mohd Hairul Nizam
Impact of Electronic Word-of-Mouth (eWOM) on travellers’ green hotel booking intentions and policymaking
description Nowadays, electronic word-of-mouth (eWOM) has become the primary source of tourism-related information. Travelers are increasingly seeking additional information provided in eWOM platforms to minimize the complexity and insecurity involved in making a purchase decision. However, there still is a lack of research on the impact of eWOM on travelers’ green hotel booking intentions. Therefore, this study aims to develop a theoretical model to examine the effects of positive and negative eWOM on travelers’ green hotel booking intentions and provide practical guidelines for hotel marketing and policymaking. To do this, a model was developed based on the theory of planned behavior (TPB) while positive and negative eWOM were linked to the model as two new factors. This study utilized a quantitative research approach and data collection was performed through an online survey questionnaire. Data was collected from 418 travelers who had the experience of searching on social media for collecting travel-related information. The statistical software SmartPLS and SPSS were used to analyze the data. Findings showed that customer attitudes, subjective norms, perceived behavioral controls, and positive eWOM positively influenced travelers’ green hotel booking intentions. In contrast, the influence of negative eWOM on travelers’ green hotel booking intentions was not supported. The findings of this study can assist hotel managers in social and content media policymaking. Meanwhile, they can help policymakers in the tourism industry develop optimum policies. This study can provide new capabilities for policymakers to address existing challenges and opportunities and promote green practices in the hotel sector. © 2022 Iranian Research Institute for Scientific Information and Documentation. All rights reserved.
format Article
author Yadegaridehkordi, Elaheh
Momtazi, Saeedeh
Md Nasir, Mohd Hairul Nizam
author_facet Yadegaridehkordi, Elaheh
Momtazi, Saeedeh
Md Nasir, Mohd Hairul Nizam
author_sort Yadegaridehkordi, Elaheh
title Impact of Electronic Word-of-Mouth (eWOM) on travellers’ green hotel booking intentions and policymaking
title_short Impact of Electronic Word-of-Mouth (eWOM) on travellers’ green hotel booking intentions and policymaking
title_full Impact of Electronic Word-of-Mouth (eWOM) on travellers’ green hotel booking intentions and policymaking
title_fullStr Impact of Electronic Word-of-Mouth (eWOM) on travellers’ green hotel booking intentions and policymaking
title_full_unstemmed Impact of Electronic Word-of-Mouth (eWOM) on travellers’ green hotel booking intentions and policymaking
title_sort impact of electronic word-of-mouth (ewom) on travellers’ green hotel booking intentions and policymaking
publisher Iranian Research Institute for Scientific Information and Documentation
publishDate 2022
url http://eprints.um.edu.my/44143/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85169681341&doi=10.35050%2fJIPM010.2022.043&partnerID=40&md5=0ce8f34e7e5a59b2ab1a85f284e95114
_version_ 1784511906526003200
score 13.211869

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