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Playing for First Place: An Analysis of Online Reviews and Their Impact on Local Market Rankings

Yıl 2016, Cilt 4, Sayı 1, 32 - 51, 01.05.2016

Öz

Whereas past research studied the impact of online reviews on a hotel’s image, the present study analyzes the impact of various measures of customer engagement on the local market ranking of a hotel. For these purposes, the researchers collected data on a sample of hotels including the number of reviews, absolute rating (i.e. 1-5 stars), and market ranking (i.e. 1st, 2nd, 3rd place) on TripAdvisor. The authors tested the relationships between number of reviews, market ranking, overall rating and number of booking transactions. Results revealed that the absolute rating of the hotel was a significant factor in determining its market ranking, whereas other elements such as the number of reviews were not. Since the logarithm used by TripAdvisor and other review sites is of a proprietary nature, research that illuminates the relationships between overall rating, market ranking, and number of reviews, helps illuminate scholar’s and practitioner’s understanding of how to improve hotel performance and online image

Yıl 2016, Cilt 4, Sayı 1, 32 - 51, 01.05.2016

Öz

Ayrıntılar

Diğer ID JA28PD86HD
Bölüm Araştırma Makalesi
Yazarlar

Dipendra SINGH Bu kişi benim


Edwin N. TORRES Bu kişi benim


April ROBERTSON-RING Bu kişi benim

Yayımlanma Tarihi 1 Mayıs 2016
Başvuru Tarihi 1 Mayıs 2016
Kabul Tarihi
Yayınlandığı Sayı Yıl 2016, Cilt 4, Sayı 1

Kaynak Göster

APA Sıngh, D. , Torres, E. N. & Robertson-rıng, A. (2016). Playing for First Place: An Analysis of Online Reviews and Their Impact on Local Market Rankings . Advances in Hospitality and Tourism Research (AHTR) , 4 (1) , 32-51 . Retrieved from https://dergipark.org.tr/tr/pub/ahtr/issue/32312/359076


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