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Hotel improvement based on an electronic word of mouth – a process approach

Rogala Piotr, Wawak Sławomir

Management

2025

Vol. 29, no. 1

1--16

Research background and purpose: Electronic word of mouth (eWOM) is a critical tool for understanding customer perceptions in the hospitality industry. While much research has explored the impact of eWOM on customer behavior, fewer studies have examined how hotels utilize it to drive internal improvements. This study aims to analyze the process by which hotels implement changes based on eWOM and assess the impact of these changes. Design/methodology/approach: A multiple case study methodology was employed, involving direct, semi-structured interviews with representatives from seven hotels of varying profiles, sizes, and locations. Data collection focused on understanding the processes, personnel involved, and outcomes of improvements driven by guest feedback.