Group Project: eWoM Analysis and Indicators in UAE Hospitality

This group project investigates electronic Word-of-Mouth (eWoM) indicators within the UAE hospitality industry. The study analyzes numerical data collected from five prominent hotels: Intercontinental Abu Dhabi, Fairmont Bab Al Bahr, Khalidya Palace Rahyann by Rotana, Anantara Mangroves, and The St. Regis Abu Dhabi. A survey involving 50 participants was conducted, and the collected data underwent analysis using correlation, regression, and ANOVA methods. The report includes an introduction, literature review, data tables, results discussion, and conclusion, examining the impact of eWoM on hotel performance, customer satisfaction, and online reputation. The literature review covers knowledge management, key performance indicators, and the effects of eWoM on the hospitality industry. The study's findings provide insights into the significance of online reviews and recommendations in the modern marketing strategies of hotels, offering a comprehensive analysis of eWoM's influence in the UAE hospitality sector.