The hotel management of e-wom. A cross-cultural analysis Spain-Italy

Carmen Berné-Manero, Andreea V. Ciobanu, Mercedes Marzo-Navarro, Marta Pedraja-Iglesias


A lack of research in intercultural comparisons has been identified from the national and industrial perspective, and under the perceptions of those who make decisions about hotel services, particularly those related to the use of technologies. Thus, the specific objective of this study is to determine if the Spanish and Italian hotel industries converge or diverge in the process of acceptance, use and management of e-WOM. With this aim, the e-WIP model is tested through a Multi-Group Analysis (MGA) with Partial Least Squares-Structural Equation Modelling (PLS-SEM). Then, a Hierarchical Cluster is carried out. The results announce more convergence than divergence and other collateral findings. Several useful conclusions are provided.

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