What is the influence of e-WOM on consumer’s attitudes and purchase intention regarding glamping services in Colombia?
Trabajo de grado - Pregrado
ABSTRACT: This paper evaluates the influence of e-WOM on customer’s attitude and purchase intention regarding glamping services in Colombia. This study was conducted using information available on TripAdvisor about BubbleSky glamping. A survey was launched to collect data about the use of online travel communities by glamping visitors in Colombia. The findings show that the use of TripAdvisor for information search in travel planning tends to positively influence customer’s customers attitudes and purchase intentions towards glamping services. This paper confirms the importance of e-WOM regarding glamping services in Colombia and contributes to a major understanding in terms of the influence of e-WOM on reservation making process.