Incentivized methods to generate electronic word-of-mouth: Implications for the resort industry |
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| Institution: | 1. 420 Elliott Hall, School of Business Administration, Oakland University, 2200 N. Squirrel Rd., Rochester, MI, 48309, United States;2. 312 Elliott Hall, School of Business Administration, Oakland University, 2200 N. Squirrel Rd., Rochester, MI, 48309, United States;3. 304 Elliott Hall, School of Business Administration Oakland University, 2200 N. Squirrel Rd., Rochester, MI, 48309, United States;4. 340 Elliott Hall, School of Business Administration, Oakland University, 2200 N. Squirrel Rd., Rochester, MI, 48309, United States;1. Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech, 342 Wallace Hall, 295 West Campus Drive, Blacksburg, VA 24061-0429, United States;2. Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech, 363B Wallace Hall, 295 West Campus Drive, Blacksburg, VA 24061-0429, United States;1. Instituto Universitário de Lisboa (ISCTE-IUL), Av. das Forças Armadas, 1649-026 Lisbon, Portugal;2. Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Lisboa, Portugal;3. Instituto Universitário de Lisboa (ISCTE-IUL), ISTAR-IUL, Lisboa, Portugal;4. NOVA IMS, Universidade Nova de Lisboa, Campus de Campolide, 1070-312 Lisboa, Portugal;1. The School of Hospitality Business, Michigan State University, Broad College of Business, 645 Shaw Lane, East Lansing, MI, 48825, United States;2. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL, 32819, United States |
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| Abstract: | Electronic word-of-mouth (eWOM) via social media and the internet is a popular channel through which consumers are communicating with other consumers. To increase eWOM effectiveness, some resorts have developed alternative methods to incentivize consumers to generate eWOM. These methods include: hiring reviewers, providing social currency to acquire products at a later date, or providing free product (stays at their resort). Under the theoretical framework of the Persuasion Knowledge Model (Friestad and Wright, 1994), the impact of these methods on consumers’ perception of the resort’s image, moral judgments regarding the methods, and attitudes toward the resort was studied through an experiment. We found that the different methods to incentivize eWOM yielded significantly different moral judgments, which then predicted consumers’ attitudes toward the resort and the resort’s image. Additionally, different levels of corporate social responsibility (CSR) and consumers’ perception of industry practice norms also had effects on consumers’ moral judgments. |
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| Keywords: | Electronic word-of-mouth Moral judgment Attitude toward the resort Resort image Corporate social responsibility Industry practice |
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