September 26, 2025Open Access

eWOM vs. aWOM: AI Powered Word of Mouth and its Impact on Consumer Decision Making in Tourism

ȘSȘtefania-Mădălina SâsâeacAlexandru Ioan Cuza University PBPatricea Elena BerteaAlexandru Ioan Cuza University AJAlexandra Raluca JeleaAlexandru Ioan Cuza University

Key Points

Participants show a preference for electronic word of mouth due to its perceived authenticity.
The study highlights concerns about transparency in algorithmic word of mouth and its impact on trust.
Personalized recommendations via AI can complement traditional reviews but raise potential authenticity issues.
In-depth interviews and focus groups demonstrate that user-generated content remains influential in consumer decision making.

Abstract

This paper explores the impact of artificial intelligence (AI) on consumer behaviour in the online tourism industry, focusing on two types of Word of Mouth (WOM): electronic Word of Mouth (eWOM) and Algorithmic Word of Mouth (aWOM). While eWOM, driven by consumer-generated content on platforms like TripAdvisor, influences travel decisions, aWOM uses AI to provide personalized recommendations based on data analysis. Despite its potential for greater personalization, aWOM raises concerns about transparency and authenticity. The study, using in-depth interviews and a focus group, reveals a general preference for eWOM due to its perceived authenticity, with participants valuing credible, detailed reviews. The findings suggest that aWOM can complement eWOM but should be used cautiously in the tourism industry to maintain trust and transparency.

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