Electronic word of mouth: Does it really matter to backpackers? Booking website reviews as an indicator for hostels’ quality services

ABSTRACT

The growing demand for experienced travelers seeking unique experiences is reflected in the rise of new travel consumption patterns. These new travel patterns of consumption are encouraging the emergence of alternative forms of accommodation, such as hostels. This research paper aims at analyzing the quality of services provided by the awarded Tattva Design Hostel, exclusively through their online consumer reviews (OCRs) in order to identify the most important guests’ satisfaction factors in low budget accommodation. In total, 976 online guests’ reviews were analyzed, corresponding to a year in the hostel activity. NVivo 11 Plus software was used to analyze and cluster reviews into tangible and intangible dimensions. The high level of guests’ satisfaction is intrinsically associated with the importance of the backpackers’ experience itself. Intangible aspects, such as the “team” and “friendliness,” are crucial for a high level of satisfactory experience during the stay and to promote positive word of mouth (WOM). Tangible elements, as hostel location are highly relevant too. Besides budget services, backpackers reveal high levels of satisfaction with cultural and social activities organized by the staff. Opportunities and major challenges are discussed along with suggestions to contribute with useful information for all microsites hosting companies.

KEYWORDS:

• Backpacker tourism
• hostel
• satisfaction factors
• electronic word of mouth (e-WOM)