Evaluate and select strategie alternatives link with situational analysis and select the company directional, adaptive strategies.
Sample Solution
Traditional word-of-mouth opinions have long been associated with being a major factor influencing the purchasing decisions of customers and the perception they have of a product or service. WOM has been identified by many studies to be one of the most trustworthy sources of information and e-WOM is near to as trustworthy as its more traditional counterpart. Electronic-word-of-mouth can come in the shape of online reviews on specific reviews sites or blog post by individuals relating to a specific destination. These âopinion platformsâ that allow for these online recommendation and user generated content to be shared have not only have profound effect on the decisions made by individuals when choosing a holiday destination but also help empowering consumers (Buhalis and Law, 2008) This is because the reviews and recommendations shared on these platforms are seen to be credible and are deemed particularly influential ( Jiang et al., 2010) However traditional word of mouth is still deemed as the most trustworthy source of information as it comes from close family ties and results in higher trust levels being shown towards it. On the other hand, however, the characteristics of E-WOM render it a critical factor in influencing the decision-making process of individuals choosing their next holiday destination. The major differing factor between traditional WOM and E-WOM is the nature in which E-WOM is disseminated. Online material is shared and generated on a constant basis across a plethora of âopinion platformsâ. This content is influencing the tourism industry as it shapes attitudes and generates expectation that have and overall impact on the decision-making process of an individual (Llamero, 2014) a characteristic not seen with traditional word of mouth. E-WOM, as previously stated, can be shared across many platforms in many different ways and the social characteristic of the means in which these recommendations leads them to be perceived as credible sources (Jiang, et al 2010). This is due to the fact that after the creation on the first online communities their content was perceived to be a-kin to the recommendations provided by the likes of friends and family members through traditional word of mouth recommendations. A number of studies carried out on the effect of social media in relation to travel related decisions discovered that reviews po>
Traditional word-of-mouth opinions have long been associated with being a major factor influencing the purchasing decisions of customers and the perception they have of a product or service. WOM has been identified by many studies to be one of the most trustworthy sources of information and e-WOM is near to as trustworthy as its more traditional counterpart. Electronic-word-of-mouth can come in the shape of online reviews on specific reviews sites or blog post by individuals relating to a specific destination. These âopinion platformsâ that allow for these online recommendation and user generated content to be shared have not only have profound effect on the decisions made by individuals when choosing a holiday destination but also help empowering consumers (Buhalis and Law, 2008) This is because the reviews and recommendations shared on these platforms are seen to be credible and are deemed particularly influential ( Jiang et al., 2010) However traditional word of mouth is still deemed as the most trustworthy source of information as it comes from close family ties and results in higher trust levels being shown towards it. On the other hand, however, the characteristics of E-WOM render it a critical factor in influencing the decision-making process of individuals choosing their next holiday destination. The major differing factor between traditional WOM and E-WOM is the nature in which E-WOM is disseminated. Online material is shared and generated on a constant basis across a plethora of âopinion platformsâ. This content is influencing the tourism industry as it shapes attitudes and generates expectation that have and overall impact on the decision-making process of an individual (Llamero, 2014) a characteristic not seen with traditional word of mouth. E-WOM, as previously stated, can be shared across many platforms in many different ways and the social characteristic of the means in which these recommendations leads them to be perceived as credible sources (Jiang, et al 2010). This is due to the fact that after the creation on the first online communities their content was perceived to be a-kin to the recommendations provided by the likes of friends and family members through traditional word of mouth recommendations. A number of studies carried out on the effect of social media in relation to travel related decisions discovered that reviews po>
