User opinions about service experiences have been extensively acknowledged to play a key role in influencing the consumption decisions of other customers. The widespread adoption of internet technologies has amplified enormously the volume and the potential impact of such customer-generated content in the form of electronic word-of-mouth (eWOM). Exploring the Power of Electronic Word-of-Mouth in the Services Industry is an essential research book that explores the importance of consumer perception and the influence of word-of-mouth in the digital world. Featuring a range of topics such as data mining, online engagement, and social media, this book is ideal for academicians, researchers, IT developers, marketers, managers, media specialists, and professionals.

We live in a rapidly changing world. The spread of mobile and internet-based tools has altered how customers discover and purchase new products. If your business does not adapt to meet this latest consumer revolution, you will be left behind. Specifically for the hospitality industry, hoteliers and aspiring hoteliers must be able to comprehend how all aspects of hotel operations are impacted. The inspiration for "Llamas Rule" is to give hoteliers a new tool in their arsenal- one that takes into account all the recent changes to our system of commerce. This is not an introductory textbook on the hospitality industry, but rather a compilation of selected topics that highlight both modern success stories and potential pitfalls. This book will bolster your management skills by explaining many of the sales, marketing, branding, technological and psychological principles at work behind such contemporary facets of hotel operations as websites, travel agencies, internet-based sales channels and mobile apps as well as the more traditional aspects like on-site amenities, guestroom features, F&B, reservations, housekeeping and the front desk operations. Above all, it is stressed that the success of a property, even with all that has changed in recent years, nonetheless depends on the relationship a hotel fosters with its guests. This is the hotelier's guidebook that recognizes future developments while celebrating the past.

Innovation is essential to remaining competitive in the tourism industry, especially for new enterprises. Community-based tourism is not only innovative but also a responsible tourism initiative that lessens the negative impacts of economic activity and increases the positive impacts of the sector. This type of tourism works with respect for the environment and generates innovations in products, services, and processes. Moreover, from a social innovation perspective, it explores businesses, initiatives, and ideas that can add value to tourism. Entrepreneurs looking to remain successful need to improve their knowledge of this valuable industry. Innovation and Entrepreneurial Opportunities in Community Tourism is a critical reference source that examines the latest empirical research findings in innovation in the community tourism network and its contribution to the development of the territory. The book also investigates the dynamic capacities related to small tourism entrepreneurs in the coastal space. Highlighting themes that include female entrepreneurship, marketing, and marine tourism, this book is ideal for entrepreneurs, small business owners, tourism and hospitality professionals, academicians, researchers, and students who are looking to improve their understanding of community tourism development.