Role of Electronic word of mouth and buying intentions of UK hospitality consumer

Role of Electronic word of mouth and buying intentions of UK hospitality
consumers

,Abstract
This research is aimed at examining the way in which electronic Word of Mouth
(eWoM) influences buying intentions of hotel consumers in the UK. From reviewing
the existing literature works, a conceptual model is developed to find impact of
eWoM valance, volume and source credibility on consumer buying intentions.
Quantitative research methodology is chosen to undertake in this research
underlined with positivist research philosophy, deductive research approach and
exploratory research purpose. Questionnaire is planned to be used to collect data
which will be analysed using statistical linear regression method. The possible
ethical issues are discussed and steps to overcome these issues are given in this
report.

, TABLE OF CONTENTS


ABSTRACT 2


INTRODUCTION 4


RESEARCH AIM AND OBJECTIVES 4


PROJECT RATIONAL 5


LITERATURE REVIEW 6


THEORETICAL FRAMEWORKS 6


HYPOTHESES DEVELOPMENT 7


RESEARCH METHODOLOGY 10


RESEARCH APPROACH 10


RESEARCH PURPOSE AND METHODOLOGY 11


RESEARCH STRATEGY 11


RESEARCH METHODS 11


ETHICAL CONSIDERATIONS 12


RESEARCH LIMITATIONS AND POTENTIAL OUTCOMES 13


REFERENCES 13