Consumer reviews and the creation of booking transaction value: Lessons from the hotel industry |
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| Affiliation: | 1. University of Central Florida, Rosen College of Hospitality Management, 9907 Universal Blvd, Orlando, FL 32819, United States;2. SEO/SMO Manager, Travel Click, United States;1. Department of Economics and Business, Universitat Pompeu Fabra, Ramon Trias Fargas 25-27, 08005 Barcelona, Spain;2. Kantar Health, Kirkgate, 19-31 Church Street, Epsom, Surrey KT17 4PF, UK;1. University of Bologna, Department of Statistics, via delle Belle Arti 41, 40126 Bologna, Italy;2. Xenia S.p.A., Via A. Gramsci 79, 66016 Guardiagrele, Italy;1. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST-East, Kowloon, Hong Kong Special Administrative Region;2. School of Management, Harbin Institute of Technology, 92 Xidazhi Street, Harbin 150001, PR China;1. Department of Marketing, School of Business, Guangdong University of Foreign Studies, Guangzhou, People''s Republic of China;2. Faculty of Business, Lingnan University, Hong Kong |
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| Abstract: | In recent years, much has been said about online consumer-generated feedback. Concern typically emerges regarding consumer decision-making as well as the preservation of an organization's image. Additionally, a company's financial performance can be affected by customer online ratings. The present study explores the impact of a hotel's rating and number of reviews on the value generated through online transactions. Through collaboration with consulting company Travel Click, the research team gathered a sample of 178 hotels representing various companies and brands within the United States. Research results demonstrate that TripAdvisor ratings as well as the number of reviews had positive relationship with the average size of each online booking transaction. The paper concludes with theoretical and practical implications. |
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| Keywords: | Consumer-generated feedback Online reviews Hotel finance Lodging |
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