You're Only as Good as They Say You Are: Online Communities & Their Influence on Irish Hotels

The advent of Travel 2.0 has reshaped the way in which people research, plan, and pre-consume holidays. Electronic word of mouth (eWoM) has had a considerable effect on the tourism and hospitality industry. This research... [ view full abstract ]

The advent of Travel 2.0 has reshaped the way in which people research, plan, and pre-consume holidays. Electronic word of mouth (eWoM) has had a considerable effect on the tourism and hospitality industry. This research focuses on how Irish hotels can harness eWoM and the influence of online communities to shape their brand image. It explores the largest online travel community, TripAdvisor, which hosts user generated content (UGC) by and for holidaymakers. A range of characteristics determine review credibility and utility. Ninety-five percent of consumers report that online reviews contribute significantly to research about a destination, and ultimately to their decision-making. This research analyses TripAdvisor reviews to determine the how the valence of reviews influence consumers’ decisions to book hotels, and how hotel managers can engage with those communities. The findings offer marketing practitioners valuable insights into TripAdvisor’s online community and how best to connect with its members.