ABSTRACT:
Consumer relations are undergoing changes due to the emergence of new digital platforms. This affected several sectors of the economy, including hotels facilities and tourism. Therefore, this study aimed to verify how sensitive consumers of hosting services are in relation to the prices charged by hotels, inns and similar online.. In addition, electronic word-of-mouth (eWOM) and its relationship with the possible risks perceived by consumers during the purchase of these services virtually were evaluated. Therefore, a quantitative research approach was adopted, with a descriptive nature and unique cross-section. The sample consisted of 210 individuals, selected using the snowball-sampling technique and interviewed through a digital survey. These were divided into two subgroups: a) those exposed to positive comments and b) those exposed to negative comments. The results showed that both groups are concerned about the risk of privacy/security when booking online accommodation, making it clear that the opinion of other consumers tends to be taken into account by respondents in order to reduce (or even cancel) the possible negative consequences of a bad choice. Finally, it was also found that comments left on the internet can impact the degree of sensitivity of consumers to the variation in prices of accommodation facilities.
KEYWORDS:
electronic word-of-mouth; perceived risk; price sensitivity