Role of Electronic word of mouth and buying intentions of UK hospitality consumers
2
Research Aim and Objectives
This research is aimed at examining the influence of electronic word of mouth
communications on buying intensions of hospitality consumers in the UK.
The key objectives of this research are:-
1. To critically review the existing works that have been carried out in the literature of
eWOM
2. To develop a conceptual model by reviewing the existing works on the role of eWOM
over consumer purchasing process.
3. To test the validity of conceptual model in the context of UK hospitality industry by
collecting and analysing the primary data.
4. To provide practical and feasible recommendations for companies present in UK
hospitality industry to attract huge customer based on eWOM.
3
This research intends in using quantitative research methods to know the impact of eWoM
on buying intentions of UK hotel consumers. To collect the required quantitative data,
questionnaire is intended to be used in this research.
4
Marketing and Consumer Research
2
Research Aim and Objectives
This research is aimed at examining the influence of electronic word of mouth
communications on buying intensions of hospitality consumers in the UK.
The key objectives of this research are:-
1. To critically review the existing works that have been carried out in the literature of
eWOM
2. To develop a conceptual model by reviewing the existing works on the role of eWOM
over consumer purchasing process.
3. To test the validity of conceptual model in the context of UK hospitality industry by
collecting and analysing the primary data.
4. To provide practical and feasible recommendations for companies present in UK
hospitality industry to attract huge customer based on eWOM.
3
This research intends in using quantitative research methods to know the impact of eWoM
on buying intentions of UK hotel consumers. To collect the required quantitative data,
questionnaire is intended to be used in this research.
4
Marketing and Consumer Research
