Segmenting eWOM Seekers in Tourist Destinations: Communication Dynamics in Czechia and Slovakia

• Authors: Pompurová Kristína , Medeková Kristína , Zabudská Eva
• Languages of publication: EN

Abstracts

EN

This study explores the segmentation of electronic word-of-mouth (eWOM) seekers in tourist destinations, with a specific focus on communication preferences and channels. The aim is to enhance the understanding of eWOM behaviour beyond traditional sociodemographic factors, emphasising communication strategies that influence consumer decision-making in selecting tourist destinations. Using data from an electronic survey completed by respondents in Czechia and Slovakia, cluster and factor analyses identified four main segments of eWOM seekers: eWOM Enthusiasts, Local Explorers, Global Influencer-Focused Travellers, and Authenticity-Seeking Globetrotters. The study further examines preferred communication channels, including key travel information hubs, influencer-led networks, and supplementary channels to tailor marketing strategies to specific segments. Findings provide valuable communication insights for destination marketers, offering a framework for future research on effectively leveraging eWOM in tourism marketing.

Keywords

EN

eWOM; eWOM media; eWOM seeking; segmentation; tourist destination

• Publisher: Univerzita sv. Cyrila a Metoda (Trnava)
• Journal: Communication Today
• Year: 2025
• Volume: 16
• Issue: 1
• Pages: 156-171

Contributors

author

Pompurová Kristína

• Matej Bel University, Faculty of Economics, Tajovského 10, Banská Bystrica, 975 90, SLOVAK REPUBLIC

author

Medeková Kristína

author

Zabudská Eva

Identifiers

DOI

10.34135/communicationtoday.2025.Vol.16.No.1.11