RT Journal Article
T1 Reputation and eWOM in accommodation decision-making: insights from Generation Z users.
A1 Pérez-Aranda, Javier Ramón
A1 Tolkach, Denis
A1 Panchal, Jenny H.
K1 Turismo - Efectos de las innovaciones tecnológicas
K1 Consumidores - Conducta
K1 Viajeros - Toma de decisiones
AB PurposeThis 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/approachThe 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 eWOM use intention and actual eWOM use.FindingsThree 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 implicationsFor 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/valueThis 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.
PB Emerald
YR 2024
FD 2024-09-02
LK https://hdl.handle.net/10630/32491
UL https://hdl.handle.net/10630/32491
LA eng
NO Perez-Aranda, J., Tolkach, D. and Panchal, J.H. (2024), "Reputation and eWOM in accommodation decision-making: insights from Generation Z users", Tourism Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/TR-03-2024-0185
NO Política de acceso abierto tomada de: https://v2.sherpa.ac.uk/id/publication/36866
NO Ayuda Plan Propio Universidad de Málaga. Número: B3-2022_08.
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 19 ene 2026