Keywords:
eWOM, eWOM media, eWOM seeking, segmentation, tourist destination
Abstract
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.
Author Biographies
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Kristína Pompurová, Matej Bel University
Kristína Pompurová is a Professor in Tourism at the Faculty of Economics, Matej Bel University in Banská Bystrica, Slovakia, where she guarantees the quality of the Bachelor of tourism degree and co-guarantees the Master and PhD. tourism degrees. Her main research interests are long-term focused on tourist destination attractiveness, organised events, as well as the tour operator industry. She is the co-author of the paper Defining Domestic Destination Attractiveness: Gen-Y and Gen-Z Perceptions, recently published in Current Issues in Tourism. Recently, she has been dealing with platform economy, eWOM and accessible tourism topics.
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Kristína Medeková, Matej Bel University
Kristína Medeková is an Assistant Professor at the Department of Tourism, Faculty of Economics, Matej Bel University in Banská Bystrica, Slovakia, where she completed her doctoral studies in the field of tourism. She graduated from the Regional Tourism Management program at the Faculty of Central European Studies, Constantine the Philosopher University in Nitra. She mainly focuses on the issues of electronic word of mouth (eWOM) in tourism, hospitality management and animation in tourism.
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Eva Zabudská, Matej Bel University
Eva Zabudská is an internal doctoral student in tourism at the Faculty of Economics, Matej Bel University in Banská Bystrica, Slovakia, where she also completed her Bachelor’s and Master’s degrees. Her dissertation research focuses on the influence of online communities on consumer behaviour in the tourism industry. She is actively involved in teaching, particularly in seminars for tourism enterprises.
How to Cite
Kristína Pompurová, Kristína Medeková, & Eva Zabudská. (2025). Segmenting eWOM Seekers in Tourist Destinations: Communication Dynamics in Czechia and Slovakia.
Communication Today,
16(1).
https://doi.org/10.0000/rs6sdh05
