口碑营销 -英文ppt.pptx

Electronic word-of-mouth in hospitality and tourism management Litvin, S. W., Goldsmith, R. E., Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468. Vincy Outlines Reviews Online interpersonal influence Word-of-Mouth (Conceptual model) Outlines eWOMChallenges and Opportunities, Strategies Ethical issues Future research Online Travel Channel FUNNY /watch?v=rgdLG5uihww Conceptual Model Online Interpersonal Influence WOM Online interpersonal influence  Interpersonal communication has received great attention in social psychology. The power of interpersonal influence through word-of-mouth communication has been well recognized in the consumer literature. The consumer influence through word-of-mouth communication is further accelerated with the advent of the Internet. WOM eWOM Traditional word-of-mouth (WOM), which was originally defined as an oral form of interpersonal non-commercial communication among acquaintances (Arndt, 1967), has evolved into a new form of communication, namely electronic word-of-mouth (eWOM) communication. eWOM has undoubtedly been a powerful marketing force. eWOM /friday-favorites-best-travel-blogs-and-jet-setting-deals-2/ Challenges and Opportunities, Strategies O : Low cost of access Information exchange in large scale Creating New dynamics in market C : new problems may arise may leading to intentionally misleading eWOM will inevitably change the structure of travel information S : Informational and revenue generating Procedures need to be established that allowed hospitality and tourism marketers to harvest discussion and feedback created online. Spreading good WOM about the property and destination By providing reinforcing images and opinions Ethical – Stealth Marketing Stealth marketing, also known as buzz marketing, is any marketing strategy that advertises a product to people without them knowing they are being marketed to (See also Buzz Marketing). There are many tec