Perez-Aranda, Javier, Tolkach, Denis, and Panchal, Jenny H. (2024) Reputation and eWOM in accommodation decision-making: insights from Generation Z users. Tourism Review. (In Press)

Preview

PDF (Publisher Accepted Version) - Published Version Available under License Creative Commons Attribution. Download (820kB) | Preview

Abstract

Purpose – This study aims to explore the relationship between Generation Z (or Gen Z) consumers’ decision-making styles and electronic word-of-mouth (eWOM) use in the tourism sector. Drawing on the consumer style inventory (CSI) model and the theory of reasoned action (TRA), the research examines how specific decision-making styles influence Gen Z’s propensity to use eWOM recommendations for accommodation choices.

Design/methodology/approach – The study uses structural equation modelling to analyse data collected from 296 Gen Z users of Booking.com. The CSI model is adapted to the analysed context and attributes – impulsive, recreational, sustainable, fashion-conscious and perfectionist attitudes – are examined to determine their impact on eWOMuse intention and actual eWOM use.

Findings – Three of the hypothesised relationships in the model were validated. Specifically, the results suggest that the attitudes of sustainable and perfectionist consumers influence the intention to use eWOM. Furthermore, use intention is positively associated with the actual use of eWOM.

Practical implications – For marketers and tourism businesses, understanding the decision-making styles of Gen Z can inform the development of targeted marketing strategies that emphasise quality and sustainability. Highlighting these aspects in online reviews and eWOM platforms can enhance engagement with Gen Z consumers.

Originality/value – This research advances the understanding of eWOM behaviour by integrating CSI and TRA theories in the context of Gen Z’s tourism decision-making. It provides empirical evidence on the significant role of perfectionist and sustainable attitudes in shaping eWOM intentions, contributing to the literature on consumer behaviour and digital marketing in tourism.

Item ID:	84833
Item Type:	Article (Research - C1)
ISSN:	1759-8451
Keywords:	eWOM, Consumer-style inventory, Generation Z, eWOMuse, Consumer decision-making
Copyright Information:	© Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
Date Deposited:	10 Mar 2025 22:55
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350803 Tourism management @ 70% 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350804 Tourism marketing @ 30%
SEO Codes:	11 COMMERCIAL SERVICES AND TOURISM > 1104 Tourism services > 110499 Tourism services not elsewhere classified @ 100%
	More Statistics