The Model of Electronic Word-of-mouth (eWOM) Information Acceptance in Hotel Booking

Abstract

The objective of this research is to analyse the factors that influence hotel booking decisions. In Spain, the hotel industry plays a crucial role, making it essential to understand what elements motivate consumers to make hotel reservations. To address this issue, several key factors are considered, such as the IACM theory of eWOM, habit, attitude, and enjoyment. These elements are considered fundamental to understanding consumer motivations in the hotel booking process. In this study, structural equation analysis is used to examine and measure the relationships between these factors. The goal is to determine the influence that each of these factors has on consumers' final hotel booking decisions. The findings of this research will contribute to the knowledge and understanding of consumer behaviour in relation to hotel reservations. They will also be highly beneficial to the hotel industry, as these insights can be used to enhance the offerings and consumer experience in hotel establishments.