Power of eWOM and Its Antecedents in Driving Customers’ Intention to Revisit: An Empirical Investigation on Five-Star Eco-Friendly Hotels in Saudi Arabia

Abstract

In recent years, electronic word-of-mouth (eWOM) has greatly impacted the hotel industry, as social media and online review platforms have given customers many opportunities to share their personal experiences with other individuals. Hence, this study aimed to empirically investigate several relationships within the setting of five-star eco-friendly hotels in Saudi Arabia. These included: (1) the direct impact of perceived quality (PQ), positive emotional experience (PEE), and customer satisfaction (CS) on promoting positive eWOM; (2) the potential intermediary role of CS in the connections between PQ, PEE, and eWOM; (3) the direct influence of eWOM on intention to revisit (ITR); and (4) the potential intermediary role of eWOM in the PQ–ITR, CS–ITR, and PEE–ITR relationships. To achieve these objectives, an online questionnaire was developed and directed to a sample of Saudi individuals who have stayed in five-star eco-friendly hotels, particularly in Riyadh City. Based on their previous interactions with these hotels on the TripAdvisor website during the last six months and their willingness to participate in the field study, a convenience sampling technique was utilized to select participants for data collection. The study mainly focused on Saudi individuals to investigate their behaviors and attitudes toward eco-friendly hotels, which have been considered a growing trend in the country in recent years. Participants were emailed individually, and a total of 423 acceptable forms were gathered and subjected to analysis using the PLS-SEM method. The research’s findings revealed that PQ had the strongest predictive power for promoting positive eWOM, leading to a greater increase in ITR than PEE and CS. Moreover, the study identified the significant mediating influence of CS in exploring how PEE and PQ contribute to customers’ intention to spread positive eWOM. Additionally, the results showed the substantial role of eWOM in mediating the relationships between PQ, PEE, CS, and ITR. Based on these findings, the study suggests practical implications for hotel operators and marketers looking to promote positive eWOM and increase revisit intentions.