How Hotel Brand Website Contributes to Online Hotel Reservation on Consumer Review Website?

Abstract

While past research only attempted to investigate the impact of consumer review website characteristics on the hotel reservation behavior, this study incorporated both characteristics of hotel brand website and consumer review website into consideration. Impacts of the two types of websites on reservation behaviors in consumer review websites were examined. The moderating effects of consumer involvement and risk aversion factors were also considered. Three hundred and two respondents from the questionnaire survey were chosen from Bangkok metropolitan population aged 25-60, who experienced with online hotel reservations. The findings show that apart from the review website’s ease of use, information usefulness and price offered, brand website’s information usefulness also has positive impact on consumers’ decisions on the review website. However, brand website’s ease of use discourages the usage of the review website. High-risk aversion consumers tend to use the review websites, while high-involvement consumers pay less intention to the review websites’ information usefulness and are unlikely to use them. These findings will help managers effectively manage and design decision algorithm for their multi-channels of hotel e-commerce. The results explain dynamic, search sequence and interrelationship of current traveler’s behaviors. The source of their hotel search is both consumer review website and hotel brand website.

Keywords

• consumer review website
• hotel brand website
• consumer involvement
• risk aversion
• online hotel reservation
• website characteristic

References

1. Agag, G. M., & El-Masry, A. A. (2017). Why do consumers trust online travel website? Drivers and outcomes of consumer trust toward online travel website. Journal of Travel Research, 56(3), 347-369.
2. Aziz, N. S., & Kamaludin, A. (2014). Assessing website usability attributes using partial least squares. International Journal of Information and Electronics Engineering, 4(2), 137-144.
3. Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International Journal of Hospitality Management, 27(3), 391-402.
4. Beldad, A., De Jong, M., & Steehouder, M. (2010). How shall I trust the faceless and the intangible? A literature review on the antecedents of online trust. Computers in Human Behavior, 26(5), 857-869.
5. Bandi Tanner, M., & Hämmerli, S. J. (2018). Reviewing TripAdvisor and Co.: a quality analysis of hotel review sites. Anatolia, 29(4), 518-528.
6. Bhatiasevi, V., & Yoopetch, C. (2015). The determinants of intention to use electronic booking among young users in Thailand. Journal of Hospitality and Tourism Management, 23, 1-11.
7. Casaló, L.V., Flavián, C., & Guinalíu, M. (2010). Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions. Tourism Management, 31(6), 898–911.
8. Casaló, L.V., Flavián, C., & Guinalíu, M. (2011) Understanding the intention to follow the advice obtained in an online travel community. Computers in Human Behavior, 27(2), 622–633.

9. Casaló, L.V., Flavian, C., Guinaliu, M., & Ekinci, Y. (2015a). Do online hotel rating schemes influence booking behaviors?. International Journal of Hospitality Management, 49, 28-36.
10. Casaló, L. V., Flavián, C., Guinalíu, M., & Ekinci, Y. (2015b). Avoiding the dark side of positive online consumer reviews: Enhancing reviews' usefulness for high risk-averse travelers. Journal of Business Research, 68(9), 1829-1835.
11. Chiang, C.F., & Jang, S.S. (2007). The effects of perceived price and brand image on value and purchase intention: Leisure travelers' attitudes toward online hotel booking. Journal of Hospitality & Leisure Marketing, 15(3), 49-69.
12. Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13(3), 319-340.
13. Faryabi, M., Sadeghzadeh, K., & Saed, M. (2012). The effect of price discounts and store image on consumer's purchase intention in online shopping context case study: Nokia and HTC. Journal of Business Studies Quarterly, 4(1), 197-205.
14. Filieri, R., Alguezaui, S., & McLeay, F. (2015). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism Management, 51, 174-185.
15. Flanagin, A.J., & Metzger, M.J. (2000). Perceptions of Internet information credibility. Journalism & Mass Communication Quarterly, 77(3), 515-540.
16. Floyd, M. F., Gibson, H., Pennington-Gray, L., & Thapa, B. (2004). The effect of risk perceptions on intentions to travel in the aftermath of September 11, 2001. Journal of Travel and Tourism Marketing, 15(2-3), 19-38.
17. Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
18. Goldsmith, R.E. & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 1-16.
19. Gursoy, D. (2019). A critical review of determinants of information search behavior and utilization of online reviews in decision making process (invited paper for ‘luminaries’ special issue of International Journal of Hospitality Management). International Journal of Hospitality Management, 76, 53-60.
20. Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121.
21. Han, S., & Anderson, C. K. (2020). The Effect of Private Customer-Manager Social Engagement Upon Online Booking Behavior. Cornell Hospitality Quarterly, 1938965520975330.
22. Jordan, E.J., Norman, W.C., & Vogt, C.A. (2013). A cross-cultural comparison of online travel information search behaviors. Tourism Management Perspectives, 6, 15-22.
23. Kapferer, J., & Laurent, G. (1993). Further evidence on the consumer involvement profile: five antecedents of involvement. Psychology and Marketing, 10(4), 347-355.
24. Kim, H. W., & Gupta, S. (2009). A comparison of purchase decision calculus between potential and repeat customers of an online store. Decision Support Systems, 47(4), 477-487.
25. Kim, W. G., & Kim, D. J. (2004). Factors affecting online hotel reservation intention between online and non-online customers. International Journal of Hospitality Management, 23(4), 381-395.
26. Kim, S. Y., Kim, J. U., & Park, S. C. (2017). The effects of perceived value, website trust and hotel trust on online hotel booking intention. Sustainability, 9(12), 2262; doi:10.3390/su9122262.
27. Kim, W. G., Ma, X., & Kim, D. J. (2006). Determinants of Chinese hotel customers’ e-satisfaction and purchase intentions. Tourism Management, 27(5), 890-900.
28. Kim, E. E. K., Mattila, A. S., & Baloglu, S. (2011). Effects of gender and involvement on consumers’ motivation to read online hotel reviews. Cornell Hospitality Quarterly, 52(4), 399-406.
29. Laurent, G., & Kapferer, J. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53.
30. Law, R., & Hsu, C. H. (2006). Importance of hotel website dimensions and attributes: Perceptions of online browsers and online purchasers. Journal of Hospitality & Tourism Research, 30(3), 295-312.
31. Lehto, X. Y., Kim, D. Y., & Morrison, A. M. (2006). The effect of prior destination experience on online information search behaviour. Tourism and Hospitality Research, 6(2), 160-178.
32. Li, L., Peng, M., Jiang, N., & Law, R. (2017). An empirical study on the influence of economy hotel website quality on online booking intentions. International Journal of Hospitality Management, 63, 1-10.
33. Li, X., & Hitt, L. M. (2010). Price effects in online product reviews: An analytical model and empirical analysis. MIS quarterly, 34(4), 809-831.
34. Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review,20(4), 210-218.
35. Liu, J. N., & Zhang, E. Y. (2014). An investigation of factors affecting customer selection of online hotel booking channels. International Journal of Hospitality Management, 39, 71-83.
36. Lockyer, T. (2005). The perceived importance of price as one hotel selection dimension. Tourism Management, 26(4), 529-537.
37. Martin-Fuentes, E., & Mellinas, J. P. (2018). Hotels that most rely on Booking. com–online travel agencies (OTAs) and hotel distribution channels. Tourism Review, 73(4), 465-479.
38. Masiero, L., & Law, R. (2016). Comparing reservation channels for hotel rooms: A behavioral perspective. Journal of Travel & Tourism Marketing, 33(1), 1-13.
39. Mauri, A. G., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International Journal of Hospitality Management, 34, 99-107.
40. McCarthy, L., Stock, D., & Verma, R. (2010). How travelers use online social media channels to make hotel-choice decisions, how travelers use online and social media channels to make hotel-choice decisions. Cornell Hospitality Report, 10(18), 1-18.
41. Morosan, C., & Jeong, M. (2008). Users’ perceptions of two types of hotel reservation websites. International Journal of Hospitality Management, 27(2), 284-292.
42. Money, R.B., & Crotts, J.C. (2003). The effect of uncertainty avoidance on information search, planning, and purchases of international travel vacations. Tourism Management, 24(2), 191-202.
43. Nadiminti, R., Mukhopadhyay, T., & Kriebel, C.H. (1996). Risk aversion and the value of information. Decision Support Systems, 16(3), 241-254.
44. O’Connor, P. (2021). Loyalty Programs and Direct Website Performance: An Empirical Analysis of Global Hotel Brands. In Information and Communication Technologies in Tourism 2021 (pp. 150-161). Cham: Springer.
45. Ong, B.S. (2012). The perceived influence of user reviews in the hospitality industry. Journal of Hospitality Marketing and Management, 21(5), 463-485.
46. Ongsakul, V., Ali, F., Wu, C., Duan, Y., Cobanoglu, C. and Ryu, K. (2021). Hotel website quality, performance, telepresence and behavioral intentions. Tourism Review, 76(3), 681-700.
47. Ozturk, A. B., Bilgihan, A., Nusair, K., & Okumus, F. (2016). What keeps the mobile hotel booking users loyal? Investigating the roles of self-efficacy, compatibility, perceived ease of use, and perceived convenience. International Journal of Information Management, 36(6), 1350-1359.
48. Park, D. H., & Lee, J. (2008). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386-398.
49. Park, D.H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148.
50. Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146.
51. Quintal, V.A., Lee, J.A., & Soutar, G.N. (2010). Tourists' information search: the differential impact of risk and uncertainty avoidance. International Journal of Tourism Research, 12(4), 321-333.
52. Ranganathan, C., & Grandon, E. (2002). An exploratory examination of factors affecting online sales. Journal of Computer Information Systems, 42(3), 87-93.
53. Sigala, M. (2011a). eCRM 2.0 applications and trends: The use and perceptions of Greek tourism firms of social networks and intelligence. Computers in Human Behavior, 27(2), 655-661.
54. Sigala, M. (2011b). Preface: special issue on web 2.0 in travel and tourism: empowering and changing the role of travelers. Computers in Human Behavior, 27(2), 607-608.
55. Slevitch, L., & Sharma, A. (2008). Management of perceived risk in the context of destination choice. International Journal of Hospitality and Tourism Administration, 9(1), 85-103.
56. Sparks, B.A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310-1323.
57. Sparks, B.A., So, K.K.F., & Bradley, G.L. (2016). Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern. Tourism Management, 53, 74-85.
58. Sun, S., Fong, L. H.N., Law, R., & Luk, C. (2016). An Investigation of Gen-Y's Online Hotel Information Search: The Case of Hong Kong. Asia Pacific Journal of Tourism Research, 21(4), 443-456.
59. Sun, S., Law, R., Luk, C., & Fong, L. H. N. (2017). Channels for searching hotel and travel information. In Information and communication technologies in tourism 2017 (pp. 445-458). Cham: Springer.
60. Tsao, W. C., Hsieh, M. T., Shih, L. W., & Lin, T. M. (2015). Compliance with eWOM: The influence of hotel reviews on booking intention from the perspective of consumer conformity. International Journal of Hospitality Management, 46, 99-111.
61. Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
62. Wang, L., Law, R., Guillet, B. D., Hung, K., & Fong, D. K. C. (2015). Impact of hotel website quality on online booking intentions: eTrust as a mediator. International Journal of Hospitality Management, 47, 108-115.
63. Wang, H. Y., & Wang, S. H. (2010). Predicting mobile hotel reservation adoption: Insight from a perceived value standpoint. International Journal of Hospitality Management, 29(4), 598-608.
64. Wong, J., & Law, R. (2005). Analysing the intention to purchase on hotel website: a study of travellers to Hong Kong. International Journal of Hospitality Management, 24(3), 311-329.
65. Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism management, 31(2), 179-188.
66. Xie, K. L., Zhang, Z., & Zhang, Z. (2014). The business value of online consumer reviews and management response to hotel performance. International Journal of Hospitality Management, 43, 1-12.
67. Yeung, T. A., & Law, R. (2004). Extending the modified heuristic usability evaluation technique to chain and independent hotel website. International Journal of Hospitality Management, 23(3), 307-313.
68. Zhao, X., Wang, L., Guo, X., & Law, R. (2015). The influence of online reviews to online hotel booking intentions. International Journal of Contemporary Hospitality Management, 27(6), 1343-1364.