Influence of Electronic Word of Mouth on Customer Reservations Decision Making in Egyptian Hotels

Document Type : Original Article

Authors

1 Hotel Studies,Faculty of Tourism and Hotel Studies,Mansoura University, Egypt

2 Department of Computer and Information Systems, Sadat Academy for Management Sciences, Egypt

3 Faculty of Tourism and Hotel Management Helwan University

Abstract

In regards to online reviews, the power of electronic word of mouth (eWOM) has been studied thoroughly. Thereby, social media make the communities more useful sources of knowledge for customers for having experience. Researchers in this study designed the questionnaire form which aims to examine the determinants which influence customers’ intention to reserve in the Egyptian hotels. The number of customers who filled the questionnaires forms was 250, but was among them 232 forms valid for statistical analysis (92.8 %). The results of this study showed that customer’s income has a positive influence on reserving in the hotel, furthermore, the independent variables such as (Brand love, the credibility of eWOM, the Social Media eWOM quality and adoption, and positive E-Word of mouth have a positive influence on customer intention to reserve in hotel (dependent variable). The study recommended that the hotel managers should improve its hotel marketing by increasing more offers to attract new customers from different countries for increasing reservations in Egyptian hotels., andthe study also recommended enhancing the social networking services by tracking customer reviews on (Facebook - Twitter - hotel website) about the services and facilities provided in the hotels. 

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