The application of web scrapping method to evaluate the customers’ inclination to share the online word-of-mouth in hotel sector : the European perspective

Abstract

PURPOSE: The existing literature on electronic word-of-mouth (eWOM) in the accommodation establishment industry lacks comprehensive analysis of how specific factors, such as hotel attributes and customer behaviours, impact the effectiveness of eWOM in influencing consumer decision-making. This gap is especially critical in a rapidly evolving digital environment where eWOM plays an increasingly significant role in shaping market dynamics. As consumer-generated content continues to grow in importance, understanding the drivers of eWOM is essential for both academic research and practical applications in business strategy. The aim of this study is to evaluate the influence of hotel characteristics, such as star ratings, proximity to city centres, and sustainability certifications, on the sentiment expressed in eWOM.

DESIGN/METHODOLOGY/APPROACH: In the paper the following assumptions have been made: hotels with higher ratings, strategic locations, and eco-friendly certifications receive more positive eWOM, which in turn influences consumer purchasing decisions. In the study two hypotheses were formulated: H1: Among the analysed factors affecting the probability of a positive reviews by guests, the high category of the accommodation establishment (number of stars) has a strong influence. H2: National diversity influences sentiment variability. Data for this study were collected through web scraping of Booking.com over a two-year period (2021-2024), followed by sentiment analysis using the VADER model. Logistic and probit regression models were employed to assess the impact of key variables on review sentiment.

FINDINGS: The findings confirm that positive eWOM is strongly associated with a set of different factors like hotel ratings, closer proximity to central locations, and sustainability certifications. These factors contribute significantly to value co-creation, fostering customer loyalty and influencing future bookings. However, the study is limited by its focus on European cities and the use of secondary data from a single platform.

PRACTICAL IMPLICATIONS: The practical business implications mainly relate to the possibility for entrepreneurs. Future research should expand geographically and incorporate primary data collection to enhance the generalizability of findings. Additionally, exploring the role of emerging technologies, such as AI-driven reviews, in eWOM communication presents an exciting avenue for further research.

ORIGINALITY/VALUE: The study underscores the increasing importance of eWOM in the hotel industry, particularly as more consumers rely on online reviews to make informed booking decisions. In an era where digital platforms dominate consumer interaction, eWOM has emerged as a powerful tool for shaping business outcomes. Positive eWOM enhances a hotel’s reputation and drives bookings, while negative reviews can quickly damage brand perception.