Dynamics of Electronic Word-of-Mouth: Insights from Destination Management Organizations
Abstract
This study investigates destination management organizations' (DMOs) perceptions and engagement with electronic word-of-mouth (eWOM) in tourism, aiming to understand its impact on destination management and tourist decision-making. This study adopts a mixed-methods approach, combining qualitative interviews with 46 Slovak and Czech DMOs and quantitative content analysis of eWOM about destinations on popular eWOM platforms - destination websites, Google Maps, and Facebook. The integration of in-depth thematic insights and extensive eWOM data analysis offers a comprehensive understanding of DMO strategies and their effectiveness in eWOM management. While DMO representatives acknowledge the importance of eWOM and claim to actively monitor and respond to it, the content analysis of eWOM reveals a low engagement in terms of the number of reviews and narrative feedback, particularly on destination websites and Google Maps. DMOs appear more active on Facebook, where they engage visitors through contests and respond to reviews and comments, aligning with the interview findings regarding their efforts to manage and respond to eWOM. The discrepancy between the perceived importance of eWOM by DMOs and the actual engagement levels on platforms like Google Maps and destination websites suggests a potential area for improvement in encouraging more narrative feedback and reviews to better manage destination image and visitor experiences. This research contributes to the understanding of eWOM from the supply side by focusing on DMOs' strategies and responses to online tourist feedback, an area previously underexplored in eWOM research within the context of tourism management.
References
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[16] Fyall, Alan, and Brian Garrod (2005). Tourism marketing. A collaborative approach. Channel View Publications.
[17] Gajdošík, Tomáš, and Zuzana Gajdošíková (2021). DMOs as Data Mining Organizations? Reflection over the Role of DMOs in Smart Tourism Destinations. In Silhavy, Radek (ed.), 2021. Informatics and Cybernetics in Intelligent Systems. Springer. DOI: https://doi.org/10.1007/978-3-030-77448-6_28
[18] Gao, Jialiang et al. (2023). Mining tourist preferences and decision support via tourism-oriented knowledge graph. Information Processing and Management, 61: 1-24. DOI: https://doi.org/10.1016/j.ipm.2023.103523
[19] García-Carrión, Beatriz, Francisco Muñoz-Leiva, Salvador Del Barrio-García, and Lucia Porcu (2024). The effect of online message congruence, destination-positioning, and emojis on user’s cognitive effort and affective evaluation. Journal of Destination Marketing and Management, 31: 1-13. DOI:https://doi.org/10.1016/j.jdmm.2023.100842
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[21] Given, Lisa M. (2008). The SAGE Encyclopedia of Qualitative Research Methods. SAGE Publications.
[22] Gosal, Jaskaran, Erna Andajani, and Setianing Rahayu (2020). The effect of e-WOM on Travel Intention, Travel Decision, City Image, and Attitude to Visit a Tourism City. Paper presented at the 17th International Symposium on Management, February 19-21, in Vung Tau City, Vietnam. DOI: 10.2991/aebmr.k.200127.053
[23] Gu, Bin, and Ye Qiang (2014). First Step in Social Media: Measuring the Influence of Online Management Responses on Customer Satisfaction. Production and Operation Management, 23(4): 570-82, DOI:https://doi.org/10.1111/poms.12043
[24] Hays, Stephanie, Stephen John Page, and Dimitrios Buhalis (2012). Social media as a destination marketing tool: its use by national tourism organization. Current Issues in Tourism: 1-29. DOI:http://dx.doi.org/10.1080/13683500.2012.662215
[25] Hernández-Méndez, Janet, Francisco Muñoz-Leiva, and Juan Sánchez-Fernández (2013). The influence of e-word-of-mouth on travel decision-making: consumer profiles. Current Issues in Tourism, 18(11): 1001-21, DOI:http://dx.doi.org/10.1080/13683500.2013.802764
[26] Hillman, Wendy (2022). Interviews in Tourism Research. In Buhalis, Dimitrios (ed.), 2022. Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing.
[27] Hoang, Sinh Duc, Sandeep Kumar Dey, Vy Thi Tuong Nguyen, and Zuzana Tučková (2022). A Study on the Positive Impact of eWOM in Eco-Tourism Destinations of Vietnam. Paper presented at the ITCR 2022 - Proceedings of the 5th International Conference on Tourism Research, May 19-20, Porto, Portugal. DOI:https://doi.org/10.34190/ictr.15.1.134
[28] Ismail, An Nur Nabila, Nik Moohamad Shamim Nik Mohd Zainordin, and Yuhanis Abdul Aziz (2023). The Impact of Destination Personality and Electronic Word-of-Mouth on Tourists Destination Choice. International Journal of Economics and Management, 17(2): 197-209. DOI: http://doi.org/10.47836/ijeam.17.2.04
[29] Jalilvand, Mohammad Reza, and Neda Samiei (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet Research, 22(5): 591-612. DOI:https://doi.org/10.1108/10662241211271563
[30] Jinyan, Yu, Zhang Yingnan, Zhang Yahui, and Jiang Yixuan (2023). Spatial and Temporal Changes and Influencing Factors of Tourism Resilience in China’s Provinces under the Impact of COVID-19. Journal of Resources and Ecology, 14(2): 217-229. DOI: https://doi.org/10.5814/j.issn.1674-764x.2023.02.001
[31] Kushcheva, Natalia (2022). Monitoring Online Reputation of Tourists Destinations in Finland. Paper presented at the 16th International Technology, Education, and Development Conference, March 7-9, in Valencia, Spain. DOI: https://doi.org/10.21125/inted.2022.2451
[32] Labanauskaité, Daiva, Mariantonietta Fiore, and Rimantas Stašys (2020). Use of E-marketing tools as communication management in the tourism industry. Tourism Management Perspectives 34: 1-8, DOI:https://doi.org/10.1016/j.tmp.2020.100652
[33] Liu, Hongfei, Chanaka Jayawardhena, Sally Dibb, and Chatura Ranaweera (2019). Examining the trade-off between compensation and promptness in eWOM-triggered service recovery: A restorative justice perspective. Tourism Management, 75: 381-92. DOI: https://doi.org/10.1016/j.tourman.2019.05.008
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Published
2024-06-28
How to Cite
MEDEKOVÁ, Kristína; POMPUROVÁ, Kristína.
Dynamics of Electronic Word-of-Mouth: Insights from Destination Management Organizations.
Theoretical and Practical Research in Economic Fields, [S.l.], v. 15, n. 2, p. 319-334, june 2024.
ISSN 2068-7710.
Available at: <https://journals.aserspublishing.eu/tpref/article/view/8469>. Date accessed: 30 june 2024.
doi: https://doi.org/10.14505/tpref.v15.2(30).13.
Section
Articles
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