In a fast-paced digitalization context, travel agencies face a challenge to increase productivity. Electronic word of mouth (eWOM) could allow better learning processes, improve communication with customers, and serve as a remarkable diffusion channel. However, this channel is not yet fully embraced by the sector. This research, delimited to Spanish travel agencies in the period 2012-2019, applies a two-stage double bootstrap data envelopment analysis to assess whether eWOM and how firms manage eWOM, contributes to achieving higher levels of efficiency. Results show that firms with higher valence and volume of online reviews tend to be closer to the efficiency frontier. Moreover, results show that proactively managing eWOM, by asking customers for their online reviews, answering negative reviews, doing so promptly, as well as investing in eWOM, positively and significantly contributes to achieving higher levels of efficiency.
"eWOM platforms as productivity catalyzers in the travel industry: a two-stage double bootstrap data envelopment analysis,"
Journal of Sustainability and Resilience: Vol. 2
, Article 3.
Available at: https://digitalcommons.usf.edu/jsr/vol2/iss2/3