Experimental analysis of the effect of electronic word-of-mouth on hotel booking intentions

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AudienciaPúblico en generales_ES
CoberturaMéxicoes_ES
Fecha de ingreso2026-10-05T16:33:53Z
Fecha de publicación2025-01-01
ResumenThe evaluations of products and services shared by users on digital platforms generate electronic word-of-mouth (ewom). This information reduces the risk associated with consumption, particularly for experiential goods that include difficult-to-evaluate attributes. This research examines the effect of ewom on hotel booking intentions, analyzing both the valence (positive or negative opinions) and type (textual or numerical ratings) of reviews. An experiment was conducted with 280 users of online lodging booking platforms. Data was analyzed using a two-factor anova. The results indicate that both the valence of ewom (positive or negative) and the type of review (qualitative or quantitative) significantly affect booking intentions. Generally, positive ewom increases booking intentions, while a negative one decreases them. Regarding review type, qualitative reviews have a greater impact on increasing booking intentions compared to quantitative reviews. The primary contribution of this study is the generation of conclusive empirical evidence regarding a phenomenon with multiple effects and no clear general trend, particularly within a less studied context and a key sector for the Latin American economy.es_ES
Doihttps://doi.org/10.15446/innovar.v35n95.104205es_ES
URIhttps://riuat.uat.edu.mx/handle/123456789/5655
Idiomaeses_ES
EditorialUniversidad Nacional de Colombiaes_ES
RelaciónInnovares_ES
URL relacionadohttps://doi.org/10.15446/innovar.v35n95.104205es_ES
DerechosAcceso abierto (Metadatos de producción científica)es_ES
Licenciahttp://purl.org/coar/access_right/c_abf2es_ES
FuenteInnovar
Palabra clavebookinges_ES
Palabra claveeffectes_ES
Palabra claveElectronic word-of-mouthes_ES
Palabra clavehotelses_ES
Palabra claveintentiones_ES
TítuloExperimental analysis of the effect of electronic word-of-mouth on hotel booking intentionses_ES
Título alternativoAnálise experimental do efeito boca a boca eletrônico na intenção de reserva de hotéis]; [Análisis experimental del efecto boca-oreja electrónico en la intención de reserva de hoteleses_ES
TipoArtículoes_ES
ArbitradoHa sido Arbitradoes_ES
AutorJaime, Ricardo Alberto Sánchez
AutorFlores, José Ignacio Azuela
AutorRangel-Lyne, Lucirene
AutorJaime, Ricardo Alberto Sánchezes_ES
AutorFlores, José Ignacio Azuelaes_ES
AutorRangel-Lyne, Lucirenees_ES
InstituciónUniversidad Autónoma de Tamaulipas
InstituciónUniversidad Autónoma de Tamaulipases_ES
Número95es_ES
URL relacionadahttps://doi.org/10.15446/innovar.v35n95.104205
Tipo de artículoIndexado
Tipo de artículoIndexadoes_ES
Volumen35es_ES

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