A retrospective view of electronic word-of-mouth in hospitality and tourism management

Purpose The purpose of this paper is to review the impact electronic word-of-mouth (eWOM) has had on the hospitality and tourism industry and to discuss changes that will affect its future. The paper’s touchpoint is our earlier paper (Litvin et al., 2008), which proposed that eWOM was to become a major influence as a conduit of travelers’ views and opinions. Design/methodology/approach The article summarizes arguments in our earlier paper, describing ways in which eWOM has evolved into the influential system it has become, with special emphasis on the growth of mobile media as a platform for eWOM dissemination. Findings We conclude that eWOM has fulfilled its promise to become a major influence on the hospitality and tourism industry and will continue to play an essential role in hospitality marketing for the foreseeable future. Practical implications We provide examples of successful media campaigns and propose strategies for hospitality and tourism businesses. Originality/value eWOM has emerged to becom...