Transitioning from Word of Mouth to Word of Mouse: the Impact of Social Media on Guest Perceived Satisfaction
2020
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Abstract (EN)
This thesis aims to identify the main themes expressed by hotel guests throughout online reviews and recommendations, along with which of these themes have been correlated with higher and lower ratings. The study used content analysis to examine 3,873 reviews of hotel chains in Jordan on TripAdvisor platform. The results of the analysis revealed eight themes in hotel experience description, which are Hotel, Room, Food, Staff, Location, Recommend, Cleanliness, and Check-in. The results provide valuable insights into the overall experiences and perceptions of hotel guests based on shared reviews and recommendations by the guests themselves, as well as facilitate the classification of the main themes associated with different value for rating. Keywords: Word of Mouth, Word of Mouse, Guest Delight, Positive Emotions, Brand Image, Jordan, Hotel, TripAdvisor, Hotel Chain.
Author
Dr. Dana Masri
How to Cite
Dana Masri (Master Thesis). Transitioning from Word of Mouth to Word of Mouse: the Impact of Social Media on Guest Perceived Satisfaction, 2020, Eastern Mediterranean University.
Keywords
EN
Brand ImageCommunication in marketingConsumer SatisfactionConsumer behaviorCustomer SatisfactionCustomer ServicesGuest DelightHospitality IndustryHotelHotel ChainJordanManagementOnline social networksPositive EmotionsService QualityTourismTourists SatisfactionTripAdvisorWord of MouseWord of MouthWord-of-mouth advertising
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