Influence of electronic word-of-mouths (eWOMs) on forming impressions about accommodation establishments

U ovom radu ispitan je utjecaj online recenzija (engl. electronic word of mouth, eWOM) na formiranje dojma o smještajnim objektima. Opisani pojam online recenzija, oblici i karakteristike elektroničke komunikacije te prikazana empirijska istraživanja o ponašanju potrošača nakon čitanja online recenzija utječu na stvaranje dojma o određenom proizvodu. Provedeno je empirijsko istraživanje, metodom ankete na uzorku od 56 ispitanika, prosječne dobi 26 godina, koji se još uvijek školuju s ciljem dobivanja slike o utjecaju recenzije na ispitanike. Njih 28.6 % zaposleno je na određeno vrijeme, a gotovo 34 % ih nema vlastita mjesečna primanja što uvelike utječe na rezultate ankete. Velika većina ispitanika ne odlazi često na putovanja te najčešće odsjedaju kod prijatelja i rodbine s kojima isto tako, u najvećem postotku (64.3 %) dijele dojmove. Ispitanici potvrđuju kako i pozitivne i negativne kritike utječu na njihovu odluku, ali i posvećuju veliku pozornost kredibilitetu izvora informacija.In this thesis, the influence of electronic word-of-mouths (eWOMs) on forming impressions about accommodation establishments was examined. The defined term electronic word-of-mouth, forms and characteristics of electronic communication, and presented empirical research about consumer behaviour after reading eWOMs influence the formation of impressions about a certain product. Empirical research was conducted, in the form of a survey on a sample of 56 subjects, of the average age 26 and still in schooling, with the purpose of forming an image of the influence of eWOMs on the subjects. 28.6% of them are employed fixed-term, and almost 34% of them have no monthly earnings of their own which significantly impacts the results of the survey. The greater majority of the subjects do not travel often and usually stay with friends or family who, in the largest percentage (64.3%), share their impressions. The subjects confirm that both positive and negative reviews influence their decision, but that they also pay great attention to the credibility of the information source