From traditional advertising to digital marketing: exploring electronic word of mouth through a theoretical lens in the hospitality and tourism industry

Abstract

Purpose

Considering the transition of communicational channels from physical to digital spaces, this study aims to provide a theoretical foundation for understanding engagement in electronic word of mouth (eWoM) among managers and customers in the hospitality and tourism industry.

Design/methodology/approach

This study uses the four aggregate dimensions, namely, performance expectancy, efforts expectancy, social influence and facilitations condition. Further, this paper uses the 14 second-order themes of the Unified Theory of Acceptance and Use of Technology with a data set that represents elements that can trigger eWoM, both from managers’ and customers’ perspectives. The process of data structuration follows thematic analysis and axial coding techniques.

Findings

The results of this study show that performance expectancy, facilitation conditions, social influence and effort expectancy all trigger positive eWoM generation in the hospitality and tourism industry indicating customers’ and managers’ perspectives.

Originality/value

This novel study provides a theoretical foundation and novel propositions for future research work on the role of novel antecedents that can trigger eWoM in the hospitality and tourism industry. This paper also provides a benchmark for practitioners and policymakers in their strategic decisions-making towards improving business performance through positive eWoM.

Citation

Jan, A., Khan, M., Ajmal, M.M. and Patwary, A.K. (2023), "From traditional advertising to digital marketing: exploring electronic word of mouth through a theoretical lens in the hospitality and tourism industry", Global Knowledge, Memory and Communication, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/GKMC-08-2022-0199