(DOCFRADIS 2504) e-WOM as a tool for online communication in the restaurant sector. A comparative análisis through TripAdvisor reviews

Abstract:

Electronic recommendation (e-WOM) is booming, being increasingly used both by consumers as a determining factor in decision-making and by companies as a marketing communication tool. Virtual communities are emerging where users share their experiences with certain brands that others use as a reference and, in turn, the brands themselves observe their strengths, weaknesses and new opportunities that they can exploit. Within the restaurant sector, there are several factors that users consider when evaluating the experience and, by analysing TripAdvisor comments about restaurants in a tourist city in southern Spain, we study the strength of each of these attributes and what establishments should do with respect to each of them to achieve superior results.