Influence of Electronic Word-of-Mouth on Hotel Selection Decisions: Evidence from Nigerian Business Travellers

This study empirically examines the influence of electronic word-of-mouth (eWOM) on hotel selection decisions among business travellers in Nigeria, drawing data from frequent business travellers in Lagos State, South West Nigeria, and Rivers State, South South Nigeria. eWOM, comprising consumer-generated reviews and ratings on platforms such as TripAdvisor, Booking.com, and Google Reviews, has transformed information search and evaluation processes in the hospitality industry. However, its influence on the specific context of Nigerian business travel hotel selection remains underexplored. Grounded in the information adoption model and signalling theory, the study hypothesises that eWOM quality, credibility, and volume collectively determine eWOM adoption, which in turn influences hotel selection intention. A cross-sectional survey of 360 business travellers is conducted using purposive sampling. Structural equation modelling (SEM) via Smart-PLS is employed, with bootstrapping used to test mediation paths. The study also examines whether corporate travel policy moderation attenuates eWOM's influence among company-sponsored travellers. Preliminary findings confirm that eWOM credibility is the dominant predictor of adoption, with eWOM quality playing a complementary role. However, corporate travel policies significantly moderate the eWOM-selection intention relationship, with policy-constrained travellers showing reduced sensitivity to eWOM. The study contributes empirical evidence to the hospitality marketing and eWOM literature with a focus on professional consumer segments in African markets. Keywords: electronic word-of-mouth, hotel selection, business travellers, hospitality marketing, Nigeria