Consumption of experiences in boutique hotels in the context of e-WOM

Abstract

The postmodern society is characterized by consumers’ hedonistic behavior and values consumption of experiences as a form of differentiation and social elevation. This study aims to understand consumers’ online manifestations of experiences related to boutique hotels and motivations for engaging in electronic word-of-mouth. It is related to studies on experiential consumption and understanding of postmodern individuals. It adopts netnography as a basis for collecting data and analyzing post-consumption behavior in boutique hotels. This study conducted participant observation of online manifestations of boutique hotels’ consumers. Moreover, computermediated speech analysis, image analysis of virtually extracted data, and discourse analysis of interviews with users identified from previous interactions and online postings were conducted. This research presents a different perspective from Pine and Gilmore’s approach by utilizing the experience economy, postmodern consumer analysis, and boutique hotel concepts. It was observed that exclusivity and privacy are central elements determ ining consumers’ choice and definition of boutique hotels. However, online manifestations result in exhibitionist and paradoxical behavior.