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Assesses guest interaction with hotel booking information, suggesting implications for eWOM effectiveness.
Hotel booking websites to collect information about hospitality products/services are becoming more popular in the hotel industry. As a result, the importance of these websites for tourism firms marketing their services and products through electronic word of mouth (eWOM) on these hotel booking websites continues to grow. Despite its importance, there has been little research on how guests interact with information to increase eWOM. This paper creates a new scale for assessing guest interaction with Meituan.com information to fill this void. To this end, a three-step mixed-methods approach using open-ended surveys and published relevant research is used. Data were gathered from 440 hotel guests in Taiwan, China, and Hong Kong. Using SmartPLS 4, confirmatory factor analysis revealed 33 final items for the new scale. This paper significantly contributes to potential guest behavior by creating and confirming this new scale in the hospitality context.
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Selem et al. (2023) studied this question.
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