Abstract

With the rapid expansion of the internet, consumer-generated reviews have become an important source of information about products and services, contributing to the growing influence of electronic word of mouth (eWOM). This article focuses on Generation Z, a digitally oriented demographic cohort situated between the Millennial generation (Generation Y) and Generation Alpha. Online communication has shortened the information-search and decision-making processes of Generation Z tourists. However, exposure to numerous and diverse information sources may also make them more vulnerable to information overload. This article reviews current research trends concerning the role of eWOM in Generation Z tourists’ accommodation choice intentions and proposes solutions for enhancing the effective use of eWOM in the business operations of accommodation establishments.

Keywords: Accommodation establishments, electronic word of mouth (eWOM), Generation Z.