Qualitative Comparative Analysis (QCA): A useful methodological tool for research in the social sciences. An example from the online word-of-mouth context

This study applies the QCA method to the context of the word-of-mouth (WOM) generation process and related motivations. The purpose is to investigate the behaviour of Generation Y in the online context, particularly regarding the activity of WOM about travel/hotels and hospitality experiences. A survey was completed by respondents with questions related to the main reasons for posting comments about travel experiences, summarised into five main...