The Effect of Electronic Word-of-Mouth Marketing (e-WOMM) on Consumers' Hotel Preferences
ERDOĞAN TARAKÇI, İNCİ
Today, with the development of information and communication technologies, the usage area of online social networking sites has expanded, and consumers are offered unlimited sharing and information opportunities. Consumers can access the ease of sharing their opinions, thoughts and experiences through various channels on the internet. Especially in the tourism sector, where experiences are important, the intangibility of the products offered and the lack of the opportunity to try before purchasing create uncertainty for consumers. Therefore, the sharing and comments of those who experience the services constitute an important data source for consumers who want to make hotel choices. In this context, it is useful to examine the effects of e-WOMM (e-word of mouth marketing), which refers to ...
The Effect of Electronic Word of Mouth Marketing on Luxury Consumption Preference: A Research in the Tourism Sector
ERDOĞAN TARAKÇI, İNCİ
The purpose of the study is to define the impact of electronic word of mouth marketing on luxury consumption preference in accommodation establishment preference. Individuals aged 18 and older who have experienced in accommodation in the accommodation establishments constitute the population of the study. The research sample was determined by judgmental (deliberate, purposeful, decisional) sampling technique. In the study, data was collected from 427 people via online survey method. In addition to descriptive statistics, multiple deviant analysis, multiple normal distribution, reliability, factor analysis, simple linear regression and multiple regression analyses were performed on the data obtained. As a result of the study, it was defined that eWOM had a statistically significant e...