الفهرس 
1. C hapter One: Research FrameworkOnly 14 pages are availabe for public view
 |  | from | 237 |  |  |
| | | from | 237 | | |
Abstract
This research investigates the impact of online word-of-mouth on booking intention through the mediation of brand image. Online word-ofmouth in hospitality and tourism sector is a major source of information for travelers and guests .it was noted that interpersonal or social communication is the most significant and influential source of information for consumers, both for hospitality sector and in general.
The importance of WOM is well established particularly in the tourism and hospitality industry. For tourism and hospitality managers, social media platforms are the most appropriate tool to gain knowledge about their customers, developing and maintaining effective relationships with them, and reacting to service failure and trying to fix it. However, Hospitality managers no longer have control over the published information or created image on these Challenging applications and platforms.
The realization of the importance of online reviews leads to their increased popularity among travelers. A lot of web sites specialized in tourism and hospitality industry flourish on the web (e.g., Trip Advisor, booking.com, Trivago. Hotels.com, Expedia, yelp.com, City Search, Orbitz). These platforms enable users to exchange information, opinions or recommendations concerning certain destinations, Hotels and other related tourism services. These online platforms provide excellent tools for tourists to document and share their travel experience such as expressing the level of satisfaction about hotel stay experience. The problem of this study is that Tourism industry is strongly affected by online WOM, particularly hotels are probably the most affected. Based on the growing importance of online reputation derived from reviews of online WOM for hotels and other members of the tourism sector . to examine this problem, this research offers four main hypotheses; the major one is investigating the impact of Online word-ofmouth on booking intention through the mediation of brand image. The research utilized a quantitative approach. It depends upon a sample of users of three online booking websites (booking, Trip advisor, Trivago). The researcher employed multiple methods to test the existence, type, and strength of relationships, and also differences among the research variables, this is based upon statistical techniques such as descriptive, correlation analysis, linear multiple regression, one-way ANOVA, and Structural Equation Modeling.
In the literature review; chapter one; introduces research framework. Chapter two; introduce Online word-of-mouth and determinants for online WOM acceptance. Chapter three; introduces the brand image and its related components. Chapter Four outlines the concept of booking intention and the importance of online booking.
In field study. Chapter five; describes the research methodology and philosophy. Chapter six; introduce data testing and analysis, statistical tests used for testing relationships and differences amongst the research variables. And chapter seven outlines the key findings as well as the discussion regarding these findings and the implications for theory and practice.
The main findings from of this research are that (1) there is a strong, positive and direct relationship between Online WOM and booking intention. also, there is indirect relation ship between online WOM and booking intention through the mediation of brand image. (2) there is a significant difference between online booking websites users regarding perception of the study variables in terms of some demographic characteristics.
The main Recommendation of this research is that Marketers should be proactive in managing online reviews so you should be aware of what customers are saying, you should claim your business profile on review sites, and you should respond appropriately.