This project explores the impact of electronic word-of-mouth (e-WOM) marketing on the hotel industry in Goa. It investigates how online reviews and social media influence consumer behavior when booking hotels, focusing on the perspectives of both guests and hotel managers. The study uses questionnaires to gather data, revealing that e-WOM significantly affects the hospitality sector as customers increasingly trust online reviews. Hotel managers also utilize these reviews to assess customer satisfaction and identify areas for service improvement, fostering competition within the industry. The research aims to understand and define e-WOM marketing and analyze its effects on hotel operations and guest decision-making processes in the context of Goa's tourism sector, while also considering the limitations of past studies and suggesting directions for future research.
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