Perceived eWOM Credibility, eWOM Experience and eWOM Management: From the Perspective of Hotel Managers

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Year-Number: 2019-36
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Number of pages: 2757-2774
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Bu çalışma, otel yöneticilerinin eWOM ile ilgili deneyimlerini, güvenilirlik algılarını ve yönetim uygulamalarını incelemeyi amaçlamaktadır. Görüşmeler şehir otellerinin otel yöneticileri ile gerçekleştirilmiştir. Çalışma, otel yöneticilerinin çevrimiçi yorumları güvenilir bulup bulmadıklarını ve algılanan eWOM kredibilitesinin ve eWOM deneyimlerinin, eWOM yönetimlerini etkileyip etkilemediğini incelemektedir. Yöneticilerin çoğu, yalnızca güvenilir web sitelerinde çevrimiçi yorumları okuduklarını ifade etmektedirler. Yöneticiler, güvenilir yorumlara cevap vermek için daha fazla istekli olduklarını ve yorum sahibini araştırmadan olumsuz yorumlara cevap vermek istemediklerini belirtmektedirler. İlginçtir ki, yöneticilerin yorumlara cevap vermek yerine telefon görüşmesi yapmayı tercih ettikleri sonucuna varılmaktadır.



This study aims to investigate the hotel managers’ experiences, credibility perceptions, and management practices about eWOM. Interviews were conducted with the hotel managers of the city-hotels. The study examines whether the hotel managers find credible the online comments and whether their eWOM credibilities, eWOM experiences affect their eWOM management. Most of the managers express that they read online comments only in credible web-sites. The managers expressed that they were more willing to respond to credible comments and mentioned that they weren’t willing to respond to negative comments before searching the reviewers. Interestingly, it is found that managers prefer to make a phone call instead of writing a response to the comments.


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