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