A Comparative Analysis: The Impact of Traditional Word-of-Mouth Versus Electronic Word-of-Mouth Towards Brand Image in the Hotel Industry

Word-of-mouth (WOM) and electronic word-of-mouth (e-WOM) have been found to affect brand image in many studies. However, there is a limitation to studies that directly compare the effects of these two variables, particularly within the hotel business. Hence, the study assesses the relative impact of traditional word-of-mouth (WOM) and electronic word-of-mouth (e-WOM) on the brand image. Simple linear regression and Effective Contribution (EC) were employed to evaluate the hypothesis. The sample comprises 202 participants selected using convenience sampling. According to this study, traditional word-of-mouth (WOM) and electronic word-of-mouth (e-WOM) positively and significantly impact the brand image within the hotel business. In addition, research has demonstrated that compared to traditional word-of-mouth (WOM), electronic word-of-mouth (e-WOM) contributes significantly more to establishing the brand image within the hospitality business. The findings facilitate the development of efficient marketing strategies in traditional and digital communication channels that optimize brand perception, specifically within the hotel industry.