Jämför metoder

	Hospitality eWOM Analysis	Destination Net Promoter Analysis
Ämnesområde	Tourism	Tourism
Familj	Process / pipeline	Process / pipeline
Ursprungsår	2008	2003
Upphovsperson	Stephen Litvin, Ronald Goldsmith & Bing Pan	Frederick Reichheld (Net Promoter Score); adapted to destination advocacy
Typ	Framework and pipeline for measuring electronic word-of-mouth volume, valence and influence	Single-item recommendation-likelihood metric and advocacy-segmentation pipeline
Ursprungskälla	Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism Management, 29(3), 458-468.	Reichheld, F. F. (2003). The One Number You Need to Grow. Harvard Business Review, 81(12), 46-54.
Alias	Electronic Word-of-Mouth Analysis, Online Review Influence Analysis, Hospitality Online WOM Measurement, Digital Word-of-Mouth Analytics	Destination Advocacy Score, Destination Recommendation Index, Tourist Net Promoter Measurement, Destination Word-of-Mouth Likelihood Score
Närliggande	4	4
Sammanfattning	Hospitality eWOM analysis is the systematic study of electronic word-of-mouth, the consumer-generated reviews, ratings, posts and comments that travellers share online about hotels, restaurants, attractions and destinations. Litvin, Goldsmith and Pan (2008) set out the foundational framework, defining eWOM, classifying its channels by communication scope and level of interactivity, and explaining why it matters so much in hospitality and tourism, whose intangible products are difficult to evaluate before consumption and are therefore judged heavily through the experiences of others. The analysis treats this online word-of-mouth as data, measuring its volume, its valence (how positive or negative it is) and the experience dimensions it reveals, and links these to outcomes such as bookings, satisfaction and reputation. Xiang and colleagues (2015) showed how large-scale text analytics of guest-generated reviews can deconstruct the hotel experience and connect it to satisfaction.	Destination net promoter analysis adapts the Net Promoter Score, introduced by Frederick Reichheld (2003), to the measurement of destination advocacy. It rests on a single survey question, how likely a visitor is, on a 0-to-10 scale, to recommend the destination to a friend or colleague, and converts the answers into a compact indicator of word-of-mouth potential. Respondents are sorted into promoters, passives and detractors, and the score is the percentage of promoters minus the percentage of detractors. The metric is attractive for destinations because, as Litvin, Goldsmith and Pan (2008) emphasise, word-of-mouth is one of the most influential information sources in tourism, where intangible products are hard to judge before consumption; a destination's promoters become its advocates, spreading recommendations that drive future visitation, especially through electronic word-of-mouth.