Hotel Management Behavior Model in eWOM Management

www.pasosonline.o g Vol. 22 N. o 4. Págs. 705-723. oc ub e‑deciemb e 2024 h ps://doi.o g/10.25145/j.pasos.2024.22.046 Ho el Managemen Beha io Model in eWOM Managemen Manuel Gilabe * Uni e sidad A gen ina de la Emp esa (A gen ina) Ma ia del Ca men Be né Mane o** Uni e sidad de Za agoza (España) Abs ac : Elec onic Wo d-o -Mou h (eWOM) is i al in a ious indus ies, pa icula ly in he hospi ali y sec o , whe e i s e ec s on sales, p ices, epu a ion and o he business a iables a e e iden . Unde s anding how eWOM is accep ed and inco po a ed wi hin o ganisa ions is essen ial o hei de elopmen . The p esen s udy aims o explain manage ial beha iou conce ning he use o eWOM in ho els. To achie e his, a Pa ial Leas Squa es S uc u al Equa ion Modeling (PLS-SEM) model was alida ed using da a om a ques ionnai e di ec ed a ho els in a coas al egion o A gen ina, whe e yea - ound and seasonal ho els a e loca ed. I was ound ha he use o eWOM in managemen depends on he managemen 's in en ion o use he same which is in luenced by hei a i ude owa ds i . Addi ionally, a i ude is in luenced by he pe cei ed use ulness and ease o managemen , and use is con ingen upon he quali y o he eWOM. Keywo ds: eWOM, ho el managemen , PLS-SEM, seasonal ho el, managemen beha iou . Modelo de compo amien o en la ges ión del eWOM Resumen: El boca-oído elec ónico (eWOM) es de i al impo ancia en di e sas indus ias, en pa icula la ho ele a, donde se e idencian e ec os en en as, p ecios, epu ación y o as a iables. Comp ende cómo se acep a e inco po a ge encialmen e el eWOM en las o ganizaciones es undamen al pa a el desa ollo de las mismas. El p esen e es udio iene como obje i o explica el compo amien o ge encial en elación al uso de eWOM en ho eles. Pa a ello se alidó un modelo de ecuaciones es uc u ales PLS-SEM con da os p o enien es de un cues iona io di igido a ho eles de un á ea cos e a de A gen ina donde hay ho eles anuales y de empo ada. Se encon ó que el uso de eWOM en la ges ión depende de la in ención de la ge encia en ges iona lo, la cual a su ez se nu e de su ac i ud hacia el ema. Adicionalmen e, la ac i ud depende de la u ilidad y acilidad pe cibida, y la u ilidad depende de la calidad del eWOM. Palab as cla e: eWOM, ges ión de ho el, PLS-SEM, ho el es acional, compo amien o ge encial. 1. In oduc ion One o he objec i es o manage ial esea ch is o p o ide ools o cu en and u u e business leade s o make in elligen , e idence-based decisions. Fu he mo e, gi en he in es men companies make o main ain a posi i e online image, i would be p uden o examine he po en ial bene i s o such e o s (To es, Singh & Robe son-Ring, 2015). Unde s anding manage ial beha io ega ding elec onic Wo d-o -Mou h (eWOM) managemen is undamen al. Managemen is conce ned abou he online image o hei o ganiza ions. Schola s ha e also been equally conce ned abou he eme gence o consume -gene a ed commen s and ha e s udied a ious opics ela ed o he phenomenon. Re iew si es mus be closely moni o ed (Li in & Ho man, 2012). * INSOD Ins i u e [P ojec D15A01]; E-mail: manuel_gila[email p o ec ed].a ; h ps://o cid.o g/0000-0002-9449-6902 ** Science, Uni e si y and Knowledge Socie y Depa men o A agon Go e nmen [S42_20R: CREVALOR]; IEDIS, Resea ch ins i u e; E-mail: [email p o ec ed]; h ps://o cid.o g/0000-0003-3050-1634 Ci e: Gilabe , M. & Be né Mane o, M. C. (2024). Ho el Managemen Beha io Model in eWOM Managemen . PASOS. Re is a de Tu ismo y Pa imonio Cul u al , 22(4), 705-723. h ps://doi.o g/10.25145/j.pasos.2024.22.046 © PASOS Re is a de Tu ismo y Pa imonio Cul u al. ISSN 1695-7121 706 Ho el Managemen Beha io Model in eWOM Managemen PASOS Re is a de Tu ismo y Pa imonio Cul u al. 22(4). Oc ub e-diciemb e 2024 ISSN 1695-7121 While he e has been a p oli e a ion o esea ch on he eWOM phenomenon in he las decade, a li e a u e e iew e eals speci ic gaps. Fo ins ance, he e a e ela i ely ew s udies on eWOM om he pe spec i e o decision-make s, as he as majo i y ha e ocused on i s impac on consume s (Sal i e al., 2013). S udies ha ha e sough o explain manage ial beha io ega ding he use o eWOM in ho els a e limi ed and sca ce mo i es (Be né-Mane o, Ciobanu & Ped aja-Iglesias, 2020). Addi ionally, s udies ha e no been ound ocusing on eWOM o seasonal ho els, e en hough hese es ablishmen s ha e di e en s a ing and ope a ional schemes compa ed o yea - ound ho els (A asli, Al inay & A ici, 2020; Belias e al., 2023), and hei managemen could be d i en by ac o s di e en om hei yea - ound coun e pa s (Öz ü k, E gün, & Ku ukiz, 2016). Conside ing eWOM managemen o be impo an is di e en om e ec i ely implemen ing ha managemen . Da is's (1989) Technology Accep ance Model (TAM) sugges s ha people's adop ion decisions o echnology a e o en de e mined by he ex en o which hey belie e ha using ha echnology would enhance hei job pe o mance (pe cei ed use ulness) and ha using he echnology would be e o less (pe cei ed ease o use). The li e a u e indica es ha hose who manage eWOM pe cei e i as bene icial o he company. Fo ins ance, Pe ez-A anda, Vallespín, & Molinillo (2019) ound a co ela ion be ween e ec i e managemen o in o ma ion pos ed on e iew si es and pe cei ed bene i s o he company. Howe e , i seems no o happen bo h ways. TAM e lec s ha pe cei ed use ulness is an indi ec cause o use, no ice e sa, and he wo k o Au eli & Supino (2017) con i ms ha ho els' managemen in e es in eWOM doesn' always lead o a p oac i e epu a ion managemen s a egy. This s udy, based on I alian ho el manage s, ound e y ew ho el manage s ( i e ou o se en y-one) who s a ed ha eWOM is no e y impo an , indica ing ha hey do no moni o o analyze hei online epu a ion due o i s misleading na u e ( wo ho els) because hese ac i i ies consume oo much ime ( wo ho els), o because hey a e no in e es ed a all in knowing wha people w i e on a el websi es (one ho el). The o he s (almos 93% o esponden s) decla e ha online epu a ion plays a i al ole in he ho el indus y. They moni o i o s a egic easons (in ac , ha dly any ho el ou sou ces moni o ing) o a long ime (mos o mo e han h ee yea s) and equen ly (80% epo ed analyzing i a leas once a week). Thus, in oday's dynamic business wo ld, i 's no enough o show conce n o moni o such commen s; ho elie s mus ha e a s a egy o p ocess his in o ma ion and eap he ewa ds o highe a ings and mo e e iews (To es, Singh & Robe son-Ring, 2015). The p esen s udy aims o elucida e he p ocess o accep ance and implemen a ion o eWOM managemen by ho el decision-make s and i s pe o mance consequences. The selec ed s udy egion o his esea ch is he A lan ic Coas o he Buenos Ai es p o ince. Despi e he nume ous ad an ages highligh ed in he li e a u e o conside ing and managing eWOM, i has been obse ed ha many ho els in he s udy egion do no espond o he eedback le by gues s on pla o ms. In esponse o he esea ch challenge posed, he s udy will be conduc ed om he pe spec i e o ho el decision-make s, conside ing p ima y in o ma ion ga he ed h ough ques ionnai es adminis e ed o ho elie s. Following his in oduc ion, he a icle is s uc u ed in o di e en sec ions. Fi s , a li e a u e e iew on manage ial beha io models is p esen ed. Nex , he hypo heses a e s a ed, and he s udy me hodology is ou lined, using a Pa ial Leas Squa es S uc u al Equa ion Modeling (PLS-SEM) amewo k ed wi h su ey da a om manage s. In he ollowing sec ion, he esul s o he employed echniques a e displayed and desc ibed. Finally, in he las sec ion, he indings a e explained, ela ed o o he s udies, and he main conclusions a e es ablished. I was ound ha he use o eWOM in managemen depends on managemen 's in en ion o use i , which, in u n, is in luenced by hei a i ude owa ds he opic. Addi ionally, a i ude depends on pe cei ed use ulness and ease o use, and he quali y o eWOM a ec s pe cei ed use ulness. 2. Li e a u e e iew Gene ally speaking, o ganiza ions should espond o eWOM, mainly when i is nega i e, and should do so in a pe sonalized, de ailed, and imely manne (Lopes e al.,2023). Ye , mo i a ions o managemen could a y depending on he des ina ions, ho el cha ac e is ics, and e en he demog aphic ea u es. Ace enza (2003, p. 53) add esses his issue, applying i o gene al managemen when analyzing des ina ions' compe i i eness: " A ound 70%, maybe mo e, o he ho el supply in many adi ional ou is des ina ions consis s o small and medium-sized ho els, mos ly managed by hei owne s. Howe e , gi en his eali y, he e a e no p og ams aimed a eno a ing and e-equipping hese es ablishmen s o adap o he new equi emen s o cu en demand. Consequen ly, a high pe cen age o he accommoda ion o e becomes obsole e, a ec ing he quali y o se ices and, he e o e, he des ina ion's compe i i eness ". Speci ically, ega ding eWOM managemen , younge manage s wo king in medium and la ge ho els Manuel Gilabe , Ma ia del Ca men Be né Mane o 707 PASOS Re is a de Tu ismo y Pa imonio Cul u al. 22(4). Oc ub e-diciemb e 2024 ISSN 1695-7121 seem o ha e mo e con idence in he e ec i eness o hei online epu a ion, and he managemen o small ho els seems mo e in e es ed han hei coun e pa s in moni o ing he physical and ex e nal cha ac e is ics o he ho el a he han gues expe iences wi h ho el s a ; he la e may be ela ed o mos small ho els being amily- un businesses, whe e he amily is gene ally pa o he s a , making i easie o hem o ques ion ex e nal aspec s han hemsel es (Au eli & Supino, 2017). Posi i e eWOM mo i a es managemen and s a o main ain good quali y se ice, whe eas nega i e eWOM helps ho els o iden i y p oblems and imp o e (Chen, Law & Yan, 2022). Manage ial beha io has been s udied om a ious pe spec i es and heo ies. A ecen e iew o almos 1,000 publica ions om 2000 o 2017 on beha io heo ies iden i ied 62 di e en app oaches (Kwon & Sil a, 2020). Pa icula ly conce ning he in en ion o adop and use echnologies, acco ding o Momany and Jamous (2017), he de elopmen and applica ion o he ollowing models a e highligh ed: Theo y o Reasoned Ac ion (TRA), Theo y o Planned Beha io (TPB), Decomposed Theo y o Planned Beha io (DTPB), Technology Accep ance Model (TAM and TAM2), he combina ion o TAM and TPB (C- TAM-TPB), Model o PC U iliza ion (MPCU), Inno a ion Di usion Theo y (IDT), Mo i a ional Model (MM), he Social Cogni i e Theo y (SCT), among o he s. Wi hin he dozens o heo ies iden i ied by Kwon & Sil a (2020), a di ision sugges ed by Da is e al. (2015) can be made: hose o indi idual beha io and some imes in e pe sonal beha io and hose o social o b oad beha io . In his classi ica ion, he au ho s men ion ha heo ies om economics and psychology a e likely o ocus on indi idual beha iou . While he numbe o heo ies is signi ican , hey o en sha e se e al common elemen s, adding o emo ing some a iables and in e p e a ions o esul s. Fo example, he Technology Accep ance Model (TAM) indica es ela ionships be ween pe cei ed use ulness, ease o use, a i ude, in en ion, and ac ual sys em use. G aph 1 p esen s he ela ionships o he TAM model. G aph 1: Technology Accep ance Model TAM Sou ce: Adap ed om Da is (1989) The cons uc s can be de ined in he li e a u e as ollows: - Ex e nal a iables o acili a ing condi ions: "Objec i e ac o s in he en i onmen in which obse e s ag ee ha hey make an ac easy o pe o m" (Venka esh e al., 2003, p. 430). - Pe cei ed ease o use: "The ex en o which a pe son belie es ha using a pa icula sys em would be e o less" (Da is, 1989, p. 320). - Pe cei ed use ulness: "The ex en o which a pe son belie es ha using a pa icula sys em would enhance hei job pe o mance" (Da is, 1989, p. 320). - A i ude owa d beha io : "Posi i e o nega i e eelings o an indi idual (e alua i e a ec ) abou he pe o mance o he a ge beha io " (Fishbein & Ajzen, 1977, p. 216). - In en ion o use: "The decision o pe o m o no pe o m a pa icula ac ion" (Fishbein, Ajzen & Belie , 1975). - Ac ual sys em use: "The deg ee o echnology use" (Compeau & Higgins, 1995). On he o he hand, he Theo y o Reasoned Ac ion (TRA) model by Ajzen & Fishbein (1980) es ablishes he ela ionship be ween belie s abou beha io and belie s abou no ms, which a ec a i ude and subjec i e c i e ia, espec i ely. The la e a ec s in en ion, which hen impac s beha io . G aph 2 succinc ly p esen s hese ela ionships. Se e al yea s la e , he same au ho s ound ha he pe cei ed con ol a iable was also ele an o explaining beha io and de eloped he Theo y o Planned Beha io (TPB) model schema ically depic ed in G aph 3. 708 Ho el Managemen Beha io Model in eWOM Managemen PASOS Re is a de Tu ismo y Pa imonio Cul u al. 22(4). Oc ub e-diciemb e 2024 ISSN 1695-7121 G aph 2: Theo y o Reasoned Ac ion TRA Sou ce: Adap ed om Ajzen & Fishbein (1980) G aph 3: Theo y o Planned Beha io TPB Sou ce: Adap ed om Fishbein & Azjen (2011) Mendes Filho, Tan & Mills (2012) sugges ha he Theo y o Planned Beha io model could help explain gues s' eWOM beha io in he ou ism indus y when planning hei ips. Ano he heo y used o unde s and echnology adop ion p ocesses is he Beha io al Reasoning Theo y (BRT) (Wes aby, 2005; Wes aby, P obs & Lee, 2010), which g oups a i ude, pe cei ed no ms, and pe cei ed con ol om he Theo y o Planned Beha io (TPB) model unde he a iable "global mo i es," and adds he a iable " easons," which ela es o hese mo i es and in en ion o explain beha io , as shown in G aph 4. G aph 4: Beha io al Reasoning Theo y BRT Sou ce: Wes aby, P obs & Lee (2010) Claudy, Ga cía & O'D iscoll (2015) sugges ha his heo y p o ides a amewo k whe e use in ol emen is c ucial o success ul echnology adop ion. Use s p edisposed o change encoun e less esis ance o adop ing new echnology. A ecen s udy adap ed he BRT model and applied i o implemen ing and using eWOM as a business managemen ool. This is he eWIP model (Be né-Mane o, Ciobanu & Ped aja-Iglesias, 2020). The p oposed model (see G aph 5) includes he ela ionship be ween easons (p econdi ions a o ing o hinde ing he use o eWOM as a managemen ool), global mo i es ( o de eloping he sys em), manage ial beha io (pe o mance gained om changes implemen ed h ough mo i a ed ac ions), and in en ions o con inue using he ool. Addi ionally, a a iable is added om he decision-make 's pe spec i e: he cha ac e is ics o eWOM (C edibili y, Au hen ici y, and Quali y). Manuel Gilabe , Ma ia del Ca men Be né Mane o 709 PASOS Re is a de Tu ismo y Pa imonio Cul u al. 22(4). Oc ub e-diciemb e 2024 ISSN 1695-7121 G aph 5: eWIP Model Sou ce: Be né-Mane o, Ciobanu & Ped aja-Iglesias (2020). In his model, speci ic easons o indi iduals engaging o no engaging in an obse ed beha io mus be conside ed, and he decision-making con ex should be conside ed as a de e minan o decision- make s' beha io . In en ions a e di ec ly ela ed o beha io and a e s ongly in luenced by mo i es (Be né-Mane o, Ciobanu & Ped aja-Iglesias, 2020). Mos echnology adop ion s udies use he adi ional Technology Accep ance Model (TAM) as a heo e ical ounda ion (Law, Leung & Chan, 2019). Fo ins ance, Wang & Li's (2019) esea ch employs he TAM model applied o he eWOM ield o explo e he use o eWOM and eWOM gene a ion beha io s. Wu's (2018) doc o al hesis uses TAM o analyze cus ome s' accep ance o an online ho el ese a ion sys em, con i ming he ela ionship be ween use sys em accep ance and usage in en ion, as Da is (1989) p oposed in an online ho el di ec sales scena io. In his case, i was ound ha he pe cei ed ease o use o he ho el's online ese a ion sys em did no di ec ly a ec cus ome s' in en ion o use he sys em o ho el ese a ions. The Nyo o e al. (2015) s udy e iews 25 a icles ha use TAM in he con ex o e-comme ce adop ion. The au ho s ound ha TAM is he mos widely used model o p edic ing e-comme ce adop ion and ha mos s udies a e conduc ed in de eloping coun ies. They also ound ha TAM is sui able o p o iding s a is ically accu a e esul s in e-comme ce adop ion. Some au ho s pe o m in eg a ions o combina ions o models, such as Ta e a & Londoño (2014), who combine TAM and TBP o explain e-comme ce accep ance in use s. As he li e a u e indica es, esea che s ha e mos ly sough o unde s and eWOM based on online ma e ial, no only abou ho els bu also whole des ina ions (Má quez-González & He e o, 2017). Howe e , ho el leade s and o he s akeholde s in ho el o ganiza ions emain ela i ely un apped da a sou ces. This a enue can be explo ed h ough in e iews, obse a ions, and ques ionnai es sen o ho elie s (Bo e e al., 2017), which could impac ou unde s anding o how ho elie s manage eWOM esponses (Chen, Law & Yan, 2022; Lopes e al., 2023). Finally, i is wo h men ioning ha some s udies discuss ho els ha close du ing he low season while o he s emain open yea - ound (Pa k e al., 2016; Öz ü k, E gün, & Ku ukiz, 2016; Sáez- Fe nández, Jiménez-He nández & Os os-Rey, 2020; A asli, Al inay & A ici, 2020; Belias e al., 2023). This di e en ia ion may be ele an as a classi ica ion c i e ion and esea ch suppo . Howe e , he numbe o s udies ha ha e aken i as an analy ical ca ego y so a is limi ed (e.g., Sáez-Fe nández, Jiménez- He nández & Os os-Rey, 2020). 3. Me hods and Hypo hesis To explain ho elie s' beha io ega ding eWOM managemen , a model was de ined based on he gene al Technology Accep ance Model TAM (Da is, 1989), as i is he mos ex ensi ely used o s udies in he ield (Law, Leung & Chan, 2019), inco po a ing elemen s om eWIP (Be né-Mane o, Ciobanu, & Ped aja-Iglesias, 2020), which akes in o accoun eWOM cha ac e is ics and addi ionally includes he e ec o ho el ype (seasonal s annual). The ele an hypo heses a e de eloped below. The eWIP model shows a signi ican posi i e e ec o eWOM cha ac e is ics on he global mo i es o ho el managemen o use eWOM. The e o e, his cons uc is expec ed o a ec he pe cei ed use ulness o eWOM signi ican ly. Thus, he ollowing hypo heses a e es ablished: H1: "eWOM cha ac e is ics (C edibili y, Au hen ici y, and Quali y) ha e a di ec posi i e in luence on he pe cei ed use ulness o eWOM by ho el managemen ." 710 Ho el Managemen Beha io Model in eWOM Managemen PASOS Re is a de Tu ismo y Pa imonio Cul u al. 22(4). Oc ub e-diciemb e 2024 ISSN 1695-7121 The ollowing hypo heses eme ge om he gene al TAM model (Da is, 1989) bu a e applied o eWOM managemen by ho els: H2: "Pe cei ed use ulness o eWOM by ho el managemen has a di ec and posi i e in luence on he in en ion o use eWOM." H3: "Pe cei ed use ulness o eWOM by ho el managemen has a di ec and posi i e in luence on he a i ude owa ds using eWOM." H4: "Ease o use o eWOM by ho el managemen has a di ec and posi i e in luence on he a i ude owa ds using eWOM." H5: "Ease o use o eWOM by ho el managemen has a di ec and posi i e in luence on he pe cei ed use ulness o eWOM." H6: "A i ude owa ds eWOM by ho el managemen has a di ec and posi i e in luence on he in en ion o use eWOM." H7: "In en ion o use eWOM by ho el managemen has a di ec and posi i e in luence on he use o pe o mance in eWOM managemen ." G aph 6 schema ically p esen s he di e en cons uc s and he p oposed ela ionships. G aph 6: P oposed model o accep ance and use o eWOM Sou ce: own elabo a ion On he o he hand, i is expec ed ha he ease o managing eWOM may depend on he cha ac e is ics o he ho els. Highe -ca ego y (s a - a ed) ho els a e likely o ha e highe le els o in es men ha enable hem o ha e mo e s aigh o wa d managemen compa ed o smalle -scale ones; simila ly, hose ho els ha ope a e yea - ound and consequen ly ha e s a wo king h oughou he yea a e likely o be mo e e icien and ha e an easie ime managing eWOM compa ed o hose ha close o pa o he yea (Pa k e al., 2016; Sáez-Fe nández, Jiménez-He nández & Os os-Rey, 2020; A asli, Al inay & A ici, 2020). Likewise, he e could be di e ences based on he ci y whe e he ho els a e loca ed and di e ences in he pe cei ed ease o managing eWOM based on manage ial cha ac e is ics (age and gende ). The e o e, i is es ablished ha : H8: "Ho el cha ac e is ics (s a a ing, loca ion, and ype o ope a ion) and manage ial cha ac e is ics (age and gende ) in luence he pe cei ed ease o managing eWOM." The sou ce o in o ma ion o wo k on hese hypo heses was ques ionnai es (designed in Google Fo ms) dis ibu ed om No embe 2021 o Feb ua y 2022 ia email, Wha sApp, and Facebook o he ho els in he egion. The ins umen used begins by eques ing gene al in o ma ion abou he ho el and managemen (Ho el Name, Ci y, Gende , Age, Type o ope a ion - annual o seasonal) and a ques ion o e i y whe he hey conside eWOM a any s age o he decision-making p ocess. I he esponse was "YES," hey we e di ec ed o ques ions 1 o 34 o Table 1, and i he esponse was "NO," hey we e equi ed o he espec i e ques ions 35 o 40. Each i em is answe ed using an 11-poin Like scale, om 0 (s ongly disag ee) o 10 (s ongly ag ee). Be o e dis ibu ion, a da abase was c ea ed by manually ex ac ing in o ma ion published on he websi es o he ou ism depa men s o he A lan ic Coas egion’s dis ic s. The cons uc ed da abase included 721 accommoda ions wi h email and phone numbe s (in mos cases), which easonably Manuel Gilabe , Ma ia del Ca men Be né Mane o 711 PASOS Re is a de Tu ismo y Pa imonio Cul u al. 22(4). Oc ub e-diciemb e 2024 ISSN 1695-7121 app oxima es he popula ion o ho els, lodges, and apa -ho els in he egion. The espec i e ho el websi e URL and Facebook page we e also ob ained in some cases. In manage ial beha io s udies, he esponse a e is expec ed o be low, as he a ge popula ion consis s o indi iduals wi h a high le el o esponsibili y and commi men . A b ie explana o y ideo was eco ded o inc ease con idence and he esponse a e. The ques ionnai e was dis ibu ed ia email, Wha sApp, and h ough egional ho el associa ions (FEHGRA and AHT) om No embe 2021 o Feb ua y 2022. The esponse collec ion pe iod was ex ended as es ablishmen s ook ime o espond, likely due o he high ou is season. App oxima ely 10% o he emails esul ed in ou da ed add esses, as e idenced by e o messages ecei ed om se e s (inac i e domain, mailbox ull, o simply inco ec add ess). I was also obse ed ha some lessons belonged o non-speci ic ho el domains (e.g., yahoo.com / Ho mail.com / Gmail.com), and some ho els had au oma ed esponses con igu ed o hei email add esses. One ho el had con igu ed an au oma ic esponse lis ing oom a es o he summe o 2019, which was h ee yea s ou da ed. A e he collec ion p ocess, 120 esponses we e ob ained, ep esen ing 16.6% o he a ailable da abase, a a e highe han ha epo ed in o he simila s udies: 11% (B e el e al., 2012), 13.4% (Be né-Mane o, Ciobanu, & Ped aja-Iglesias, 2020), and 14% (To es, 2012). Nex , he demog aphic cha ac e is ics o he sample a e de ailed. Rega ding gende , he dis ibu ion o esponses was balanced, wi h hal o he esponden s being male and he o he hal emale. Rega ding age, he mos equen segmen was 31 o 45 (38%), ollowed by 46 o 60 (28%). Rega ding ca ego iza ion, he mos equen componen s we e 3-s a (32%) and 2-s a (28%). The e we e no esponses om 5-s a ho els, which aligns wi h he limi ed p esence o such ho els in he egion. I is essen ial o cla i y ha he sample is likely biased owa ds smalle ho els. Rega ding he opening scheme, 68 ho els (56%) indica ed a sys ema ic closu e du ing he low ou is season. The esponses indica e he p esence o ho els dis ibu ed h oughou he egion, as shown in Table 2. App oxima ely one ou o e e y ou esponden s indica ed ha hey do no conside eWOM in he decision-making p ocess. The main easons p o ided o jus i y his decision we e lack o ime o ead all e iews (42%), ollowed by he di icul y o pleasing all cus ome s (39%), and he belie ha such managemen will no yield p o i s (32%). A s uc u al equa ion modelling (SEM) app oach was employed using he pa ial leas squa es echnique (PLS-SEM). " PLS-SEM has eme ged as a echnique o analyze he complex ela ionships be ween la en a iables, allowing o an explana ion o obse ed da a and p edic i e analysis as a ele an elemen in scien i ic esea ch. The PLS app oach was de eloped o e lec social and beha iou al sciences' heo e ical and empi ical condi ions. The ma hema ical and s a is ical p ocedu es a e igo ous and obus . S ill, he ma hema ical model is lexible because i does no impose s ic assump ions on da a dis ibu ion, measu emen scale, o sample size " (Ma ínez-Á ila & Fie o-Mo eno, 2018, p. 5). Acco ding o he men ioned au ho s, i he key objec i e is he p edic ion o cons uc s, i is ad isable o use his echnique. Building upon he li e a u e e iew, a model based on he gene al Technology Accep ance Model (TAM) (Da is, 1989) was de ined, as i is one o he mos widely used models o explain he adop ion o new echnologies and has been es ed in a ious domains. Elemen s om he eWIP model (Be né- Mane o, Ciobanu, & Ped aja-Iglesias, 2020) we e also inco po a ed, conside ing he cha ac e is ics o eWOM. Addi ionally, he con ex ual ex e nal a iable o he ho el ype e ec (seasonal s. annual) was included, which is speci ic and ele an o his s udy. Rega ding he ecommended numbe o cases o s a is ically consis en implemen a ion o Pa ial Leas Squa es (PLS), Ma ínez-Á ila & Fie o-Mo eno (2018) ci e Ma coulides & Saunde s (2006), who de e mine his numbe based on he ela ionships wi hin he s uc u al model, as depic ed in Table 3. Gi en ha he p oposed model has se en ela ionships be ween cons uc s, he ecommended minimum numbe o cases would be 80, a h eshold exceeded in he ob ained sample. Rega dless o hose abo e, i is ad isable o in e p e he esul s cau iously due o he sample size. The aw ques ionnai e da a was expo ed om Google Fo ms in a o ma compa ible wi h MS Excel o o ganize he in o ma ion o da a p ocessing. The Sma PLS 3.3 so wa e was used o s a is ical calcula ions ela ed o PLS. The alidi y and eliabili y o he measu emen model include se e al s eps (Ma ínez-Á ila & Fie o- Mo eno, 2018). Fi s , he in e nal consis ency eliabili y o he cons uc s was e iewed using C onbach's Alpha (>0.7) and composi e eliabili y (>0.7). Addi ionally, con e gen alidi y was assessed h ough A e age Va iance Ex ac ed (AVE) (>0.5) acco ding o ecommended s anda ds (Nunnally, 1994). Indica o s wi h ac o loadings less han 0.707 we e disca ded, as Ca mines & Zelle (1979) sugges ed. To de ec po en ial collinea i y issues, i was e i ied ha he Va iance In la ion Fac o (VIF) was less han 10 (Mye s & Mye s, 1990) o di e en i ems. 712 Ho el Managemen Beha io Model in eWOM Managemen PASOS Re is a de Tu ismo y Pa imonio Cul u al. 22(4). Oc ub e-diciemb e 2024 ISSN 1695-7121 Table 1: Elemen s o he ques ionnai e Sou ce: Own elabo a ion. A e a pu i ica ion p ocess (λ<0.7), i ems ma ked in i alics we e excluded om he model. Manuel Gilabe , Ma ia del Ca men Be né Mane o 713 PASOS Re is a de Tu ismo y Pa imonio Cul u al. 22(4). Oc ub e-diciemb e 2024 ISSN 1695-7121 Table 2: Geog aphical dis ibu ion ( egion) o he esponses Region Responses % o o al COSTA 21 18% PINAMAR 32 27% VILLA GESELL 29 24% MAR CHIQUITA 2 2% GRAL. PUEYRREDON 32 27% NECOCHEA 4 3% TOTAL 120 100% Sou ce: own elabo a ion Table 3: Minimum obse a ions in PLS-SEM Núme o mínimo de obse aciones de la mues a Núme o de elaciones en el modelo es uc u al 59 3 65 4 70 5 75 6 80 7 84 8 88 9 91 10 Sou ce: Ma coulides & Saunde s (2006) C onbach's Alpha " is an index used o measu e he eliabili y o in e nal consis ency o a scale, ha is, o assess he ex en o which he i ems o an ins umen a e co ela ed. In o he wo ds, C onbach's Alpha is he a e age o he co ela ions be ween he i ems ha make up an ins umen . This coe icien can also be unde s ood as he ex en o which some cons uc , concep , o ac o being measu ed is p esen in each i em. Gene ally, a g oup o i ems ha explo e a common ac o will show a high alue o C onbach's Alpha " (O iedo & Campo-A ias, 2005, p. 575). Composi e Reliabili y (CR) is ecommended o e alua e eliabili y h ough in e nal consis ency. I was designed o gene ic measu emen models o o e come he limi a ion o C onbach's Alpha, which equi es au-equi alen i ems. Values be ween .70 and .79 in CR e lec accep able le els o in e nal consis ency eliabili y, indica ing ha a leas 70% o he a iance o he measu emen s o empi ical sco es in he es is e o - ee. Simila ly, alues be ween .80 and .89 a e conside ed good, and hose g ea e han o equal o .90 a e excellen (Cho & Kim, 2015). Nex , disc iminan alidi y was e iewed, whe e he alidi y o cons uc s was e i ied using he Fo nell-La cke c i e ion. Addi ional es s we e conduc ed using c oss-loadings analysis and he He e o ai -Mono ai Ra io (HTMT) (Ma ínez-Á ila & Fie o-Mo eno, 2018). The A e age Va iance Ex ac ed (AVE) indica es he ex en o which he cons uc 's a iance is explained h ough he selec ed indica o s (Fo nell & La cke , 1981). The AVE " should be g ea e han o equal o 0.50 and p o ides he amoun o a iance ha a cons uc ob ains om i s indica o s conce ning he amoun o a iance due o measu emen e o ; his means ha each cons uc o a iable explains a leas 50% o he a iance o he indica o s " (Ma ínez-Á ila & Fie o-Mo eno, 2018, p. 18). The HTMT a io is he a e age o he co ela ions be ween indica o s measu ing di e en cons uc s (He e o ai -He e ome hod co ela ion, HT) abou he a e age o co ela ions o indica o s wi hin he same cons uc (Mono ai -He e ome hod co ela ions, MT). The e is disc iminan alidi y i he Mono ai - He e ome hod co ela ions (co ela ions be ween indica o s measu ing he same cons uc ) a e mo e signi ican han he He e o ai -He e ome hod co ela ions (co ela ions be ween indica o s measu ing di e en cons uc s). Thus, i is ecommended ha he HTMT a io is below one (Ma ínez-Á ila & Fie o-Mo eno, 2018) o below .90 (Hensele , Ringle & Sa s ed , 2015) o demons a e adequa e disc iminan alidi y. 720 Ho el Managemen Beha io Model in eWOM Managemen PASOS Re is a de Tu ismo y Pa imonio Cul u al. 22(4). Oc ub e-diciemb e 2024 ISSN 1695-7121 ( imeliness, ele ance, and excellence) is a ele an aspec ha subsequen ly a ec s pe cei ed u ili y. C edibili y and au hen ici y, highligh ed in he li e a u e, did no consis en ly eme ge as aspec s e lec ed in eWOM cha ac e is ics (i ems 15 o 21 o he ques ionnai e wi h λ<0.7) om a manage ial s andpoin . In o he wo ds, ho elie s associa e eWOM wi h quali y in o ma ion, bu no all pay a en ion o he c edibili y and au hen ic sou ce o eWOM. They ocus on he impo ance o he imeliness, ele ance, and excellence o eWOM communica ion, which a e mo e objec i e ac o s. A he same ime, seconda y a en ion is gi en o mo e subjec i e aspec s, such as he c edibili y o he message and he sou ce. This could indica e a somewha limi ed unde s anding o he po en ial scope o eWOM and sugges s oom o u u e e inemen . Addi ionally, he associa ion be ween he ype o ho el opening and he pe cei ed ease o eWOM managemen s ands ou . Annual ho els ind eWOM managemen easie compa ed o seasonal ho els. Jus as i has been ound ha o ganiza ions wi h yea - ound ope a ions achie e g ea e e iciency (Pa k e al., 2016; Sáez-Fe nández, Jiménez-He nández & Os os-Rey, 2020), he s udy's esul s sugges ha di e ences in eWOM communica ion managemen ease exis based on he opening scheme, om a manage ial pe spec i e. This could be a ibu ed o yea - ound ho els ha ing pe manen s a o eWOM communica ion moni o ing and mo e ime o esponse s a egy planning. Mo eo e , hey may be mo e inclined o in es in eWOM managemen sys ems (Oli ei a, Renda & Co eia, 2020), gi en hei yea - ound ope a ions compa ed o being open only a ew mon hs a yea . This ci cums ance cons ains he pe o mance o seasonal ho els and should be conside ed in hei planning. The TAM-EWOM model p esen s se e al simila i ies wi h he gene al TAM model (Da is, 1989), pa icula ly conce ning he ac ha pe cei ed ease and pe cei ed u ili y a ec a i ude, which a ec s in en ion ha subsequen ly impac s beha io . Howe e , a no able di e ence is ha , pa icula ly in eWOM managemen , pe cei ed ease does no signi ican ly in luence pe cei ed u ili y. This implies ha he managemen iews eWOM as applicable based on i s quali y, ega dless o he ease o esou ces a ailable o i s managemen . A di ec ela ionship be ween pe cei ed u ili y and in en ion o manage is also absen , ins ead ope a ing indi ec ly h ough a i ude. This implies ha pe cei ed u ili y alone does no ha e a decisi e impac on in en ion. Mo eo e , in line wi h he TAM model, ex e nal a iables a ec pe cei ed u ili y and ease. In his pa icula case, eWOM quali y is a c ucial a iable in luencing pe cei ed u ili y o managemen . This inding aligns wi h he eWIP model (Be né-Mane o, Ciobanu, & Ped aja-Iglesias, 2020), whe e eWOM cha ac e is ics impac o e all mo i es o eWOM managemen . I 's wo h no ing ha he eWIP model includes a i ude owa ds eWOM wi hin hese mo i es, while in he TAM-EWOM model, he e ec on a i ude is i s media ed by pe cei ed u ili y. Finally, conce ning he explana o y capaci y o pe o mance, he TAM-EWOM model o e s a subs an ial con ibu ion, explaining 64.3% o he cons uc , a highe a io compa ed o he epo ed 28% in he eWIP model. In o he wo ds, he TAM-EWOM model se es as a ool wi h a high le el o explana o y powe ega ding he accep ance and adop ion o eWOM in ho el decision-making and i s componen s, p esen ed in a cause-and-e ec sequence. To begin wi h, i highligh s how ac o s such as expe ience wi h he ool and i s managemen , he a ailabili y o suppo esou ces, and he e e -essen ial esou ce o ime can de e mine he le el o achie ed pe o mance. On he o he hand, he emphasis o managemen on he mo e objec i e ac o s o eWOM (quali y) while downplaying he mo e subjec i e aspec s (c edibili y and au hen ici y) is a beha io ha wa an s a en ion. As he specialized li e a u e sugges s, hese a e essen ial cha ac e is ics o eWOM communica ions and a e highly ele an om he consume 's pe spec i e. The esul s also indica e ha he ho els in he sample need o be mo e widely conside ing he ela ionship be ween eWOM managemen and undamen al cus ome acquisi ion and e en ion ma ke ing s a egies. This si ua ion e eals a po en ial o ien a ion o he indus y owa d p oduc s and sales a he han cus ome -cen ici y, a pe spec i e ha he indus y should econside . Las ly, i is no ewo hy ha annual ho els pe cei ed eWOM managemen as simple han seasonal ho els. This ci cums ance could u he ein o ce ope a ional and managemen di e ences esul ing om he dis inc ion be ween seasonal and yea - ound accommoda ions. A limi a ion in e ms o ca ego izing a ho el as seasonal om his s udy's s andpoin is ha he a iable's measu emen model was dicho omous (annual opening / non-annual opening). While his app oach has been adop ed in p e ious esea ch and is easonable, conside ing di e en ypes o closu es du ing low seasons, spanning a ious leng hs o ime, could po en ially enhance he models, pa icula ly hose in ol ing eWOM olume. Ano he aspec o conside is ha , al hough he esponse a e achie ed was highe han in o he s udies, ha ing mo e ex ensi e and di e se samples om di e en egions would s eng hen he models. Gi en ha he ho el indus y holds signi ican impo ance o he local economy, bo h in e ms o e enue and employmen , i is cen al o highligh ha his wo k con ibu es o e lec ing on Manuel Gilabe , Ma ia del Ca men Be né Mane o 721 PASOS Re is a de Tu ismo y Pa imonio Cul u al. 22(4). Oc ub e-diciemb e 2024 ISSN 1695-7121 oppo uni ies o imp o emen in a egion ma ked by seasonali y. Enhancing he managemen o o ganiza ions wi hin his indus y impac s no only he accommoda ions and hei owne s bu also he employees and hei amilies, he ou is des ina ion whe e he accommoda ions a e si ua ed, and he egional and na ional economy. Looking ahead o u u e esea ch, i would be aluable o explo e he speci ici ies o seasonal ho els and hei managemen and he a iables ha may in luence he pe cei ed ease o eWOM managemen . These could include ac o s such as he use o in eg a ed managemen sys ems, he p opo ion o cus ome s acqui ed ia booking pla o ms, o employee cha ac e is ics, among o he a iables. Re e ences Ace enza, M. 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