Does Electronic Word-of-mouth Differently Influence Traditional Economy Vs. Collaborative Economy Tourist Accommodation? An Empirical Study

ABSTRACT

This study aims to analyze three main variables of electronic word-of-mouth (eWOM) – impact on bookings volume, main attributes of client satisfaction, and best strategy for responding to unfavorable opinions – in a traditional (TripAdvisor) and a collaborative (Airbnb) accommodation system. This is the first study to address these themes together in the same analysis area (New York City) and for both accommodation models simultaneously.

A mixed analysis methodology was employed, combining quantitative analysis (a linear logarithmic model) with a qualitative analysis of comments (through Nvivo 12), completed by a series of online surveys.

The results confirm that, in the three variables analyzed in the eWOM, there are strong similarities in the two accommodation systems, with basic characteristics common to both systems: the influence of online comments on the number of bookings, the characteristics of the accommodation and the room as the most important attribute in customer satisfaction, and the response of the accommodation, in the face of negative criticism, is what increases the possibility of booking by other customers. From this point onwards, each system has its own peculiarities that make it different. Numerous practical and theoretical implications are discussed.

KEYWORDS:

• Airbnb
• Tripadvisor
• electronic word-of-mouth (eWOM)
• online travel reviews
• customer satisfaction attributes
• complaint response strategies

Acknowledgments

This publication and research were fully funded by INDESS (the University Institute of Research for Social Sustainable Development) and by the General Economics Department of the University of Cadiz, Spain.

Notes

1. The authors use “basic satisfaction” to establish a similarity with Maslow’s pyramid of needs (from his 1943 work “A Theory on Human Motivation”). It is understood as the characteristics that all users seek a priori and which are vital to satisfaction. Once these requirements have been fulfilled, users continue to ascend the scale, seeking satisfaction of other needs (in which the traditional and collaborative accommodation models start to differ, in accordance with H2).

Additional information

Funding

This work was supported by the INDESS and the General Economics Department.