Marketing decisions,customer reviews,and business performance: The use of the Toprural website by Spanish rural lodging establishments |
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| Institution: | 1. University of Central Florida, Rosen College of Hospitality Management, 9907 Universal Blvd, Orlando, FL 32819, United States;2. SEO/SMO Manager, Travel Click, United States;1. University of Edinburgh Business School, Management Science and Business Economics Group, EH8 9JS Edinburgh, United Kingdom;2. Universidad de Las Palmas de Gran Canaria, Departamento de Análisis Económico Aplicado, Facultad de Economía, Empresa y Turismo, 35017 Las Palmas de Gran Canaria, Spain;1. Department of Management, Operations, and Marketing, College of Business Administration, California State University, Stanislaus, One University Circle, Turlock, CA, 95382, United States;2. School of Engineering and Information Technology, Murdoch University, 90 South Street, Perth, WA, 6150, Australia;3. Operations & Information Management Department, Kania School of Management, The University of Scranton, Brennan Hall 322, Scranton, PA, 18510, United States;4. Faculty of Management, University of Tehran, Tehran, Iran;1. Department of Tourism and Hospitality Management, Temple University, 1810 N.13th Street, Philadelphia, PA 19122, USA;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 619, 17 Science Museum Road, TST East, Kowloon, Hong Kong |
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| Abstract: | Modern travelers often rely on reviews provided by other consumers online, or electronic word of mouth (eWOM), to choose their accommodations. This study considers the effects of marketing decisions by rural lodging establishment owners (i.e., price and advertising expenditures) on eWOM (i.e., ratings and number of reviews), as well as the effects of eWOM on business performance. The results rely on marketing data and customer reviews obtained from a leading rural tourism infomediary website, related to 202 Spanish rural lodging establishments. A complementary survey also provided information about the lodging establishments' performance. The study thus reveals that price and advertising expenditures affect eWOM; in turn, eWOM affects business performance. Moreover, owners' experience with the infomediary slightly moderates the link between eWOM and performance. |
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| Keywords: | Marketing decisions eWOM Customer reviews Performance Rural tourism |
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