Two faces of electronic Word-of-Mouth: The qualitative approach of amplified e-WOM

Abstract

[eng] In tourism industry the competition is increasing, thus the companies need to find a new way of attracting more customers. One of the newest trend is amplified electronic word of mouth where companies are using social media platforms as part of their strategies. Even though in some of the sectors is popular, it is not clear if it is used in tourism. By creating questionnaire, we conduct 30 replies from hotels in Mallorca. The results show that indeed amplified e-WOM is popular and important for the companies, however only a few are implementing it in their strategies in any other form except of the classic Facebook or Twitter page. The results demonstrate that the hotel industry has gap in using e-WOM in his full capacity. Therefore, in this paper implications for the industry will be discussed.