The influence of online ratings and reviews on hotel booking consideration



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Gavilan, Diana and Avello Iturriagagoitia, María and Martinez Navarro, Gema (2018) The influence of online ratings and reviews on hotel booking consideration. Tourism Management, 66 . pp. 53-61. ISSN 0261-5177

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This paper analyses the impact of good vs. bad ratings during the first stage of the decision-making process when booking a hotel. This study tested the interaction between numerical ratings given to a product or service and the number of verbal reviews it has received while controlling subject susceptibility to interpersonal influence. The study conducted a full factorial between subjects design of 2 levels of ratings (good vs. bad) x 2 levels of reviews (high vs. low) in a decision-controlled setting. Results suggest an asymmetric interaction between numerical ratings and reviews: When the rating is good, the trust in the rating depends on the number of reviews, but conversely, if the rating is bad, the number of reviews has no effect on how trustworthy the rating is. Academic and managerial implications of this study and scope for future research have also been discussed.

Item Type:Article
Uncontrolled Keywords:Online social influence, ratings, reviews, hospitality, decision-making process
Subjects:Social sciences > Economics > Marketing
Social sciences > Economics > Tourism
JEL:M39, C91, Z13
ID Code:46033
Deposited On:29 Jan 2018 10:30
Last Modified:16 May 2018 11:43

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