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Online WOM Communication for Restaurant Reviews Evaluation on Restaurant Customer's WOM Disposition

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2009, 33(2), pp.31-52
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Chong,Yu-kyeong 1 Kim Hee Eun 2

1세종대학교
2세종대학교 조리외식경영학과

Accredited

ABSTRACT

This paper investigates factors influencing WOM(word of mouth) effects focusing on restaurant reviews on the internet to setup the online marketing strategy for restaurant administrations. Using observed and questionnaire data, authors attempt to find out whether customer's WOM disposition is affecting evaluation of restaurant reviews and which factor of restaurant evaluations is recognized more important as WOM disposition. Based on survey data, WOM disposition was measured with three components. The results identified WOM disposition as a factor to take the effect into the reputation of restaurant reviews on the web and there are differences between components of restaurant evaluation as WOM disposition. Curiously, few have attempted to address this factor despite the rise of online WOM communication studies.

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