Effectiveness of Word of Mouth

Ing. Md Shamim Islam

Master's thesis

Abstract:

This thesis explores the impact of electronic word-of-mouth (eWOM) on travel intentions, focusing on characteristics such as credibility, usefulness, quality, and quantity of user-generated information on online platforms. With the help of quantitative research, data were collected through an online survey distributed to 153 participants aged 18 to over 60 who actively engage with platforms like TripAdvisor, Google Reviews, Instagram, Facebook, Booking .com, and other online platforms. The study utilized descriptive and statistical analyses via SPSS to explore the relationships between eWOM variables and travel intentions. Key findings reveal significant correlations between the usefulness of information and the quality of eWOM, which influence participants' likelihood of making travel decisions. The study contributes to the theoretical understanding of eWOM in tourism marketing while providing practical implications for stakeholders in the travel industry seeking to optimize their online strategies. Limitations, such as potential biases in self-reported data, are discussed alongside suggestions for future research to explore specific eWOM dynamics to incorporate longitudinal approaches to capture changes over time.

Abstract:

This thesis explores the impact of electronic word-of-mouth (eWOM) on travel intentions, focusing on characteristics such as credibility, usefulness, quality, and quantity of user-generated information on online platforms. With the help of quantitative research, data were collected through an online survey distributed to 153 participants aged 18 to over 60 who actively engage with platforms like TripAdvisor, Google Reviews, Instagram, Facebook, Booking .com, and other online platforms. The study utilized descriptive and statistical analyses via SPSS to explore the relationships between eWOM variables and travel intentions. Key findings reveal significant correlations between the usefulness of information and the quality of eWOM, which influence participants' likelihood of making travel decisions. The study contributes to the theoretical understanding of eWOM in tourism marketing while providing practical implications for stakeholders in the travel industry seeking to optimize their online strategies. Limitations, such as potential biases in self-reported data, are discussed alongside suggestions for future research to explore specific eWOM dynamics to incorporate longitudinal approaches to capture changes over time.

Keywords

Online Reviews, Social Media Influence, Information Credibility, Consumer Behavior, Online Platforms, Tourism Marketing, Content Quality, User-Generated Content

Language used: English

Date on which the thesis was submitted / produced: 3. 1. 2025

Thesis defence

• Date of defence: 28. 1. 2025
• Supervisor: Ing. Dušan Mladenovič, Ph.D.
• Reader: Ph.D. Prateek Kalia

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Business Management / Business Management