Theory: Online Consumer Behaviour in Tourism

It has become a trend for tourists to consult and read e-review websites prior to making a final purchase decision, be it for tour, accommodation, and restaurant bookings. 

The importance of ratings in TripAdvisor in the hospitality industry can be seen from the fact that 67% of potential customers are likely to cancel a booking if they see 1 to 3 bad reviews on TripAdvisor. 

Through social media networking sites and online review sites, tourism SMEs can develop effective and sustainable EWOM strategies on different online platforms (Reyes-Menendez, et al., 2020).  

The fundamental difference between EWOM and traditional WOM relies on the number of people who can be reached using the Internet:  

• Although WOM is still a popular consumer behaviour method, EWOM has the capacity to reach a vast audience via the Internet, and especially social media, which sets it apart from traditional methods (Black & Kelley, 2009); 

• In addition to this, EWOM influences more tourists because of its speed and convenience, as well as the absence of face-to-face human pressure; 

• EWOM is also seen as an information that does not “vanish as soon as it is uttered”; 

• From a consumer's viewpoint, EWOM offers a chance to share their opinion about a product or service through online reviews and influence the behaviour of other consumers (Batista Sánchez, et al., 2022); 

• From a firm’s viewpoint, EWOM, and namely, online reviews should be considered and monitored as part of a firm’s marketing strategy as they could have a positive influence on the sales. 

It is therefore imperative for tourism SMEs to pay greater attention to EWOM in their marketing campaigns and strategies if they want to influence consumer behaviour in the pre-purchase stage.  

Word of Mouth: 

Goldsmith and Horowitz (2006) found 8 reasons as to why consumers rely on EWOM – 

https://www.webku.net/word-of-mouth-marketing/           https://miainfluencer.com/how-your-business-can-       

1. To reduce risk; 

2. Because others are using it; 

3. To identify lower prices; 

4. To get information easily ; 

5. By accident (unplanned); 

6. Because it is “cool”;  

7. Because they are stimulated by off-line inputs such as television;  

8. To obtain pre-purchase information. 

Dealing with negative customer reviews 

Sometimes negative customer reviews are inevitable, and it is crucial to have the know-how how to best handle and respond to such reviews. Responding to negative reviews holds significant importance for 3 reasons:  

• It shows potential customers that their concerns matter to you. 

• It provides an opportunity to clarify any misunderstandings.  

• It may even allow the firm to persuade the customer to reconsider and revise their review.  

There are strategic and effective ways to handle negative customer reviews. Here are some steps to tactfully address them: 

1. Be polite 

Google Business Support advises that business owners remain polite and avoid getting personal when they respond to customer reviews.  

2. Thank reviewers and customise responses 

Despite the review’s negative nature, one must remain professional and polite by apologising to the customer and thanking them for taking the time to leave a review. This is an opportunity to transform a negative review into a positive one. 

3. Upload an image or video in the response 

By including photos or videos in the review response (where necessary), it shows that the brand takes the complaint seriously. 

4. Show that necessary action was taken 

Showing that the necessary actions and/or steps have been taken to resolve the issue, other customers can see that the business cares, reinforcing the brand image.