Research Article

Impact of content marketing on eWOM and bookings in rural hotels

Carlos Osorio-Andrade 1 2 * , Carlos Arango Pastrana 1 , Alexander Zuñiga-Collazos 1
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1 Facultad de Ciencias de la Administración, Universidad del Valle, COLOMBIA2 Instituto de Educacion Técnica Profesional de Roldanillo, Valle-INTEP, Roldanillo, COLOMBIA* Corresponding Author
Online Journal of Communication and Media Technologies, 15(3), July 2025, e202525, https://doi.org/10.30935/ojcmt/16670
Published: 28 July 2025
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ABSTRACT

This study aims to analyze the influence of digital advertising disseminated by rural hotels on electronic word of mouth (eWOM) and room bookings. To fulfill this purpose, 1,017 Instagram posts from 14 Colombian hotels were reviewed through content analysis, and independent and mediating variables were coded. The dependent variable (bookings) was operationalized using primary information. Finally, to test the research hypotheses, a generalized structural equation model was applied, with a negative binomial distribution family. The study results show that advertising content significantly affects eWOM, both in its passive and active versions, and also influences the establishment’s income. On the other hand, it was found that passive eWOM expressed as likes on the post is related to a higher volume of visits to the hotel. Specifically, it was found that celebrity endorsement in Instagram posts improves all evaluated metrics (likes, comments, and income), while entertainment content has a negative effect on them.
Keywords: electronic word of mouth, digital marketing, bookings, tourism, rural hotels

CITATION (APA)

Osorio-Andrade, C., Arango Pastrana, C., & Zuñiga-Collazos, A. (2025). Impact of content marketing on eWOM and bookings in rural hotels. Online Journal of Communication and Media Technologies, 15(3), e202525. https://doi.org/10.30935/ojcmt/16670

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