Drivers of eWOM intensity: differences between hoteliers’ perception and real reviews

This study aims to determine whether eWOM intensity is related use intensity, commitment, and competence of brands’ review sites. The applied hotels on TripAdvisor compares brand’s perception real effects. Results a survey 332 listed are compared with data collected from TripAdvisor. method consists comparing these the hoteliers, if drivers have similar effects intensity. Regarding correlation analysis, some similarities found, all included in both models positively correlated each explained variable. However, regression analysis revealed differences between when variable based hoteliers’ instead objective data. While, no significant perception, shows relation, assessed by actual reviews. findings suggest that determinant factor Furthermore, reviews observed.