ABSTRACT
Using Web 2.0 applications that optimize interactive communications among online users, peer-to-peer review sites (P2Ps) provide online users with platforms where electronic word-of-mouth (eWOM) is fostered and spread to prospective customers. Given the evidence from studies confirming the impacts of eWOM on customers’ behaviors, it is believed that P2Ps are also influential in the delivery of the product/service of hospitality organizations. Hence, it is pivotal for marketers to understand the importance and impacts of P2Ps to better design their marketing strategies in this competitive business environment. Therefore, this chapter provides an overview of the current trends of information sharing and searching via peer-to-peer review sites, and the impacts of P2Ps on customer behaviors and the service/product delivery of hospitality organizations. Some implications for hospitality management in utilizing P2Ps are provided as well as suggestions for future studies.
