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To Read or not to Read? Dilemmas of Potential Tourism Visitors: Quantitative Study of Online Review Management from Slovakia

In: Tourism, Travel, and Hospitality in a Smart and Sustainable World

Author

Listed:
  • Kristína Pompurová

    (Matej Bel University)

  • Ivana Šimočková

    (Matej Bel University)

  • Ľubica Šebová

    (Matej Bel University)

Abstract

Electronic word of mouth has received intensive attention in the literature for several years. As interpersonal interaction is more pronounced in tourism than in other sectors, the impact of eWOM is intensified. The purpose of the paper therefore is to examine the extent to which the inhabitants of Slovakia as potential tourism visitors read online reviews and to analyze the reasons for reading reviews. The research sample included 2,407 respondents addressed online. Based on research results, age plays a decisive role when dealing with the number of review readers (decreasing moderately with increasing age). Slovak inhabitants prefer Booking platform and social networks to websites designed primarily to evaluate tourism products and services. The accommodation facilities reviews are being read to avoid disappointment from insufficient quality of services and to ensure the favorable ratio of quality and price. The results of the survey confirmed the importance of reviews in the consumer decision-making process and underline the fact that tourism businesses should pay greater attention to electronic word of mouth if they want to be successful.

Suggested Citation

  • Kristína Pompurová & Ivana Šimočková & Ľubica Šebová, 2023. "To Read or not to Read? Dilemmas of Potential Tourism Visitors: Quantitative Study of Online Review Management from Slovakia," Springer Proceedings in Business and Economics, in: Vicky Katsoni (ed.), Tourism, Travel, and Hospitality in a Smart and Sustainable World, pages 647-654, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-29426-6_40
    DOI: 10.1007/978-3-031-29426-6_40
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    More about this item

    Keywords

    Online; Platform; Reviews; Visitors in tourism;
    All these keywords.

    JEL classification:

    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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