The Significance of Electronic Word-of-Mouth (e-WOM) Content in the Shaping of the Visitor's Perception of Quality and Value

Websites such as www.Lonelyplanet.com, www.holidaycheck.com and www.tripadvisor.com serve as perfect platforms where travelers may share their experiences and opinions on hotels, restaurants and a number of attractions within a destination. Electronic Word-of-Mouth Communication (e-WOM) is one form of this User Generated Content (UGC). This study looks at the literature related to quality, value and e-WOM and whether the same principles may be applied within the hospitality industry in Malta, in particular to try to understand how readers use e-WOM to form pre-purchase expectations of quality and value in a hotel. When quantifying value, guests tend to associate value with the amount of money paid, personalisation and flexibility for a specified service. However different guests tend to rate them differently. This is reflected in the reviews managers would find on e-WOM fora. Similarly, the evidence gathered suggests that different managers have somewhat different views of what defines quality. It is however evident that the 'promise of quality' is a critical factor in that one must provide the facilities promised/advertised as guests tend to include this in their perception of value and will definitely rate them. In spite of this, rather than a threat, management viewed e-WOM as an opportunity to showcase the strong points of the hotel and establish communication with customers, potentially creating loyalty.