ABSTRACT

In the rapidly evolving digital era, electronic word-of-mouth (e-WOM) has emerged as a significant factor influencing consumer decision-making. The luxury hotel sector, with Paris being a key destination, is no exception to this trend. This research aimed to explore the impact of e-WOM on the selection of luxury hotels in Paris, France, identifying the key factors that compel consumers to trust and use these online reviews in their decision-making process. A mixed-methods approach was employed, combining both qualitative and quantitative methods. Firstly, an online survey was conducted with a sample of 300 tourists who have recently stayed at luxury hotels in Paris. Additionally, in-depth interviews were conducted with 18 hotel industry experts to validate the findings. The results revealed that the authenticity, source credibility, and quality of the review significantly influenced hotel selection. Furthermore, the perceived usefulness of e-WOM was found to be moderated by cultural and personal factors, including previous travel experience and personal preferences. The study concludes that e-WOM plays a crucial role in luxury hotel selection in Paris. Hoteliers must focus on enhancing their online presence and managing their online reputation effectively to attract and retain customers. The findings provide valuable insights for both academics and industry practitioners, aiding in the development of strategies to leverage e-WOM in the luxury hotel sector.

Keywords: Electronic Word-of-Mouth, Luxury Hotels, Consumer Decision-Making, Paris, Online Reviews, Hotel Selection.