Abstract:
Electronic word of mouth (eWOM) communication has begun increasing
in popularity as a marketing tool. However, research in the area of traditional
written forms of WOM communication compared to online travel eWOM review
websites is scant. The purpose of this study is to examine international tourists’
perceptions of traditional written forms of travel review guidebooks compared to
online travel review websites for Greek hotels. This exploratory study utilizes a
model developed from previous research to examine the constructs that make
up information quality, source credibility, information usefulness, and information
adoption. The result indicated that there are different factors which are utilized by consumers in the adoption of information between printed travel guidebooks
and online travel reviews.