eWOM in UAE Hospitality: Survey Analysis and Knowledge Management

This report presents an analysis of electronic word-of-mouth (eWOM) in the United Arab Emirates (UAE) hospitality industry. The study involves collecting numerical data from local 5-star hotels to assess eWOM indicators. The report includes sections on the theoretical background, data collection and survey methods, data analysis using correlation, regression, and ANOVA, and a discussion of the results. Key findings indicate the significance of eWOM, particularly TripAdvisor ratings, in influencing customer perceptions and business growth. The study also explores the impact of various factors, such as knowledge, awareness, finances, costs, organizational culture, industry, and market conditions, on eWOM. Ultimately, the research highlights the importance of leveraging technology and understanding customer experiences to enhance eWOM and drive business success in the hospitality sector. The report concludes with lessons learned and acknowledges the importance of utilizing current technology to foster business growth.

EWOM GROUP PROJECT
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Agenda Brief understanding of word of mouth and Hospitality survey
details.
Introduction01
Background and Impacts of Electronic word of mouth.
Theoretical Background02
Representation of Hospitality survey results.
Data Table03
Report Conclusion
Conclusion05
Achieved results are evaluated.
Discussion of Results04

Introduction

1
Timeline Style
Word of
mouth is a
strategy used
in marketing.
It has proved
to be
successful for
most of the
organizations.
Word of
mouth
is a reflection
of customers’
experience.
In the social
media addicted
world, nearly
62 percent of
consumers
consult the
online review &
information
prior to any
purchase or
service.
4.3.2.
Word of
mouth
requires
people's
interest to get
involved in
talking about
it.

Hospitality Survey Details
Selection of Hotels Data Collection
& survey
Data
analysis
Result
Evaluation
4.
Results are evaluated
using p-value and
statistical significance
1.
The top hotels of UAE
are investigated.
 Numerical data is collected from the local hotels (5-star or more) to assess eWoM indicators in the hospitality industry of
UAE.
 The five hotels considered hotels are:
 Intercontinental Abu Dhabi
 Fairmont Bab Al Bahr
 Khalidya Palace Rahyann by Rotana
 Anantara Mangroves
 The St. Regis Abu Dhabi
2.
Data collection from
local hotels and the
survey sample size is
50 individuals.
Determining
Conclusion
3.
Data analysis is
performed using
correlation, regression
and ANNOVA methods.
5.
Concluding the results
of the survey.

Theoretical Background

Identified Facts
1
2
3
4
 For any business to flourish knowledge management (KM) is required.
 Follow the indicators of successful KM initiatives.
You can simply impress your audience and add a unique zing and
appeal to your Presentations.
Content Here
4
5  The TripAdvisor has a relationship between the total reviews and comparative ranking given to the hotel.
 Thus, the positive and negative results have direct impact on the number of reviews on a hotel’s
TripAdvisor rating.
 The elasticity of eWoM is extremely higher for the reviews posted by the
TripAdvisor.
 E-WOM, E-WOM variables, brand image, customer trust and customer satisfaction have high influence
on the intention to buy the service.
 The primary aspects noticed in hotels/restaurants include-Quality of food and their service, which leave
good/bad impact on the customers and allow the WOM to take place.
 Cost and atmosphere have no impact for creating word of mouth.

Data Table

Data Table
The data table for eWoM in Hospitality survey is represented below.

Data Table
Data and Reliability is represented below.
. Business Rules and Responsibilities
BR1 BR2 BR3 BR4 BR5 BR6 BR7 Sum
3 5 5 4 4 4 5 30
4 5 5 4 4 4 5 31
4 5 5 5 5 4 5 33
4 3 4 5 3 3 3 25
5 5 4 4 4 5 4 31
5 5 4 4 4 5 4 31
5 5 4 4 4 5 3 30
5 5 5 5 4 5 3 32
3 4 5 3 3 3 2 23
3 3 2 5 3 3 3 22
4 3 2 4 2 5 3 23
5 4 4 4 5 4 3 29
5 4 4 4 5 4 4 30
5 4 4 4 5 3 3 28
3 4 3 3 4 4 5 26
3 2 4 4 5 5 4 27
4 3 3 3 4 2 3 22
3 2 4 4 5 5 3 26
4 3 4 3 3 4 4 25
4 3 2 4 4 5 5 27
4 4 3 3 3 4 2 23
5 3 2 4 4 5 5 28
4 5 4 5 4 5 5 32
3 5 4 4 3 4 4 27
3 5 5 4 4 4 5 30
4 5 5 4 4 4 5 31
4 5 5 5 5 4 5 33
4 3 4 5 3 3 3 25
5 5 4 4 4 5 4 31
5 5 4 4 4 5 4 31
5 5 4 4 4 5 3 30
3 4 3 3 4 4 5 26
4 3 3 3 4 2 3 22
3 2 4 4 5 5 3 26
4 3 4 3 3 4 4 25
4 3 2 4 4 5 5 27
4 4 3 3 3 4 2 23
5 3 2 4 4 5 5 28
4 5 4 5 4 5 5 32
3 5 4 4 3 4 4 27
3 3 2 5 3 3 3 22
4 3 2 4 2 5 3 23
5 4 4 4 5 4 3 29
5 4 4 4 5 4 4 30
5 4 4 4 5 3 3 28
3 4 3 3 4 4 5 26
3 2 4 4 5 5 4 27
4 3 3 3 4 2 3 22
3 2 4 4 5 5 3 26
4 3 3 3 4 2 3 22

Data Table
Finance and Cost
Finance and costs
FC1 FC2 FC3 FC4 FC5 FC6 Sum
2 5 3 4 5 4 23
3 5 3 5 3 4 23
5 4 4 2 1 3 19
5 4 1 4 1 3 18
3 4 4 3 4 4 22
3 4 4 3 5 4 23
5 5 4 4 5 4 27
5 5 3 4 5 5 27
4 5 3 5 3 2 22
2 4 4 2 1 4 17
3 4 1 4 1 4 17
3 3 5 4 4 5 24
4 2 5 3 4 5 23
5 3 5 3 5 3 24
4 5 4 4 2 1 20
4 5 4 1 4 1 19
3 3 4 4 3 4 21
3 3 4 4 3 5 22
5 5 4 3 4 5 26
5 5 4 4 5 5 28
5 5 3 4 5 3 25
4 5 3 5 3 3 23
2 4 4 2 1 4 17
3 4 1 4 1 5 18
3 4 4 3 5 4 23
5 5 4 4 5 4 27
5 5 3 4 5 5 27
4 5 3 5 3 2 22
2 4 4 2 1 4 17
3 4 1 4 1 4 17
3 3 5 4 4 5 24
4 2 5 3 4 5 23
5 3 5 3 5 3 24
3 3 4 4 3 4 21
3 3 4 4 3 5 22
5 5 4 3 4 5 26
5 5 4 4 5 5 28
5 5 3 4 5 3 25
4 5 3 5 3 3 23
5 5 4 4 5 4 27
5 5 3 4 5 5 27
4 5 3 5 3 2 22
3 3 4 4 3 5 22
5 5 4 3 4 5 26
5 5 4 4 5 5 28
5 5 3 4 5 3 25
4 5 3 5 3 3 23
2 4 4 2 1 4 17
3 4 1 4 1 5 18
4 5 4 1 4 1 19

Data Table
Knowledge Awareness
Knowledge and Awareness
KA1 KA2 KA3 KA4 KA5 KA6 Sum
4 4 4 4 3 3 22
5 5 4 2 4 2 22
3 4 4 4 4 3 22
3 4 4 5 5 3 24
3 4 3 3 4 5 22
5 4 3 3 4 5 24
4 2 3 3 4 5 21
2 4 3 5 4 5 23
3 1 5 4 2 2 17
3 4 3 2 4 4 20
5 2 1 3 1 4 16
4 1 4 4 3 4 20
4 3 4 3 3 4 21
4 4 4 4 5 3 24
3 4 3 4 5 3 22
4 4 4 4 5 3 24
4 4 4 4 5 3 24
4 3 4 3 5 5 24
2 4 2 4 4 3 19
4 5 4 5 2 1 21
4 3 4 3 1 4 19
4 5 4 5 1 4 23
4 4 3 3 4 4 22
5 5 4 3 5 3 25
3 4 3 2 4 4 20
5 2 1 3 1 4 16
4 1 4 4 3 4 20
4 3 4 3 3 4 21
4 4 4 4 5 3 24
3 4 3 4 5 3 22
4 4 4 4 5 3 24
4 4 4 4 5 3 24
4 3 4 3 5 5 24
2 4 2 4 4 3 19
4 5 4 5 2 1 21
4 3 4 3 1 4 19
4 5 4 5 1 4 23
4 4 4 4 5 3 24
4 4 4 4 5 3 24
4 3 4 3 5 5 24
2 4 2 4 4 3 19
4 5 4 5 2 1 21
4 3 4 3 1 4 19
4 5 4 5 1 4 23
4 4 3 3 4 4 22
5 5 4 3 5 3 25
2 4 3 5 4 5 23
3 1 5 4 2 2 17
3 4 3 2 4 4 20
5 2 1 3 1 4 16