Exploring Consumer-Driven Factors Influencing E-WOM in Bed and Breakfast Sector

Anu Nehra

Research Scholar, Department of Management and Commerce

Baba Mastnath University, Rohtak

Dr. Jaspreet Dahiya

Professor, Department of Management and Commerce

Baba Mastnath University, Rohtak

Abstract-

The study investigates consumer-driven factors influencing electronic word-of-mouth (E-WOM) in the bed and breakfast service sector within the South Delhi. A survey-based methodology was employed with a sample size of 70 respondents drawn from the Delhi area. Data was collected using structured statements measured on a Likert scale. Descriptive statistics were applied to summarize consumer perceptions, while Exploratory Factor Analysis (EFA) was used to identify latent constructs shaping E-WOM behavior. Findings highlight the significance of trust, credibility, service quality, and peer influence as primary determinants of E-WOM in the hospitality domain. The analysis provides empirical evidence on how digital reviews and consumer-generated content impact decision-making in the bed and breakfast industry.

Keywords: Electronic word-of-mouth, Consumer Driven Factors, Exploratory Factor Analysis, National Capital Region etc.