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The online word-of-mouth (online user reviews) effect on the hotel room consumer's decision making: A case study of Galaxy Cas - Dissertation Example

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ABSTRACT In this dynamic world, internet has been playing an important role in the consumer decision process. Before making any purchase decision, consumers go through a consumer decision process. The study included literature of WOM and eWOM and their roles on the consumer decision…
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The online word-of-mouth (online user reviews) effect on the hotel room consumer's decision making: A case study of Galaxy Cas

Download file to see previous pages... The study included sample sizes of 300 customers of Galaxy Casino Hotel. The research was based on the Edelman’s consumer decision journey model and then related the responses from the customers according to the model. The purpose of the study was to identify whether the reviews of online user have an influence on customers of Galaxy Casino Hotel or not. The study assumed samples as the overall population of the Hotel. Random samples were taken to carry the study. It was concluded that the online user reviews does not have an impact on the customers of the Galaxy Casino Hotel. The reason for this purpose was that majority of customers consulted travel agents for accommodation. The study concluded the role and importance of travel agents for the consumers regarding their journey. Consumers preferred travel agents because travel agents have reputation and the consumers had the belief that they are trustable. Table of Contents CHAPTER 1: INTRODUCTION 4 1.0. INTRODUCTION 4 1.1. BACKGROUND OF THE STUDY 5 1.2. BACKGROUND OF THE HOTEL INDUSTRY IN MACAU 6 1.3. LANDSCAPE OF GALAXY CASINO 6 1.4. AIM OF THE STUDY 7 1.5. OBJECTIVE OF THE STUDY 7 1.6. RESEARCH QUESTIONS 8 1.7. PLAN OF STUDY 8 1.8. SUMMARY 9 CHAPTER 2: LITERATURE REVIEW 10 2.0. INTRODUCTION 10 2.1. WORD OF MOUTH 10 2.2. ELECTRONIC WORD OF MOUTH (EWOM) 11 2.3. DIFFERENCE BETWEEN TRADITIONAL WOM AND EWOM 11 2.4. OPINION LEADERS AND OPINION SEEKERS 13 2.5. THE IMPACT OF ONLINE HOTEL REVIEWS ON CONSUMERS 14 2.6. CONSUMER DECISION 15 2.6.1. PROBLEM RECOGNITION 16 2.6.2. INFORMATION SEARCH 16 2.6.3. EVALUATION AND SELECTION OF ALTERNATIVES 17 2.6.4. DECISION IMPLEMENTATION 18 2.6.5. POST PURCHASE EVALUATION 18 2.7. CONSUMER DECISION JOURNEY 19 2.7.1. CONSIDERATION 19 2.7.2. EVALUATION 19 2.7.3. BUY 20 2.7.4. EXPERIENCE & ADVOCATE 20 2.7.5. BOND 20 2.8. SUMMARY 21 CHAPTER 3: RESEARCH METHODOLOGY 22 3.0. INTRODUCTION 22 3.1. CONCEPTUAL FRAMEWORK 22 3.2. RESEARCH APPROACH AND STRATEGY 23 3.3. DATA COLLECTION AND TIME HORIZON 23 3.3.1. SECONDARY DATA 24 3.3.2. PRIMARY DATA 24 3.4. POPULATION 24 3.5. SAMPLE 25 3.6. DATA ANALYSIS 25 3.7. ETHICAL CONSIDERATIONS 25 3.8. LIMITATIONS 26 3.9. SUMMARY 26 CHAPTER 4: ANALYSIS 27 4.0. INTRODUCTION 27 4.1. ANALYSIS 27 4.2. CONSUMER DECISION MAKING JOURNEY MODEL BY EDELMAN 41 4.3. SUMMARY 41 CHAPTER 5: CONCLUSION AND RECOMMENDATIONS 42 5.0. INTRODUCTION 42 5.1. CONCLUSION 42 5.2. ACHIEVEMENT OF OBJECTIVES 43 5.3. RECOMMENDATIONS 43 5.4. MANAGERIAL IMPLICATIONS 44 5.5. LIMITATIONS OF THE STUDY 45 5.6. AREAS OF FUTURE RESEARCH 45 5.7. SUMMARY 46 LIST OF REFERENCES 47 APPENDIX 54 QUESTIONNAIRE 54 CHAPTER 1: INTRODUCTION 1.0. INTRODUCTION Internet has been playing vital role in every industry since its emergence. For any far and wide information internet access has played critical role in resolving the query. Today internet apart from providing entertainment, information and networking also provide venues where individuals share their experiences and their personal views about a particular product.Among referred sources from which information is being collected one important source include word of mouth (Park & Kim, 2003). The common word of mouth also known as the verbal communication among the companions, friends and colleagues etc. has been transformed in to a an electrical word of mouth or eWOM owing to the role of internet in everyday life . In eWOM, with the help of the internet potential, former and existing customers make positive and negative reviews ...Download file to see next pagesRead More
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