Journal
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
Volume 49, Issue -, Pages 28-36Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2015.05.005
Keywords
Hotel rating; Online travel community; Credibility; Usefulness; Booking intentions; Attitude; Social networks; eWOM
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Funding
- Spanish Ministry of Economy [ECO2012-36031]
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Travelers' hotel booking behaviors increasingly depend on peers' opinions and online ratings. This study investigates the effects of online hotel ratings on travelers' attitudes toward the hotel and booking intentions, using a 2 x 2 experimental research design. The results suggest that online rating lists are more useful and credible when published by well-known online travel communities (e.g., TripAdvisor). More favorable attitudes toward a hotel and higher booking intentions emerge when the hotel appears in best hotels lists. Finally, for the entries on best hotels lists, better attitudes and higher booking intentions result if the list is published on a well-known online travel community (Tripadvisor), whereas for entries on a worst hotel list, attitudes and booking intentions decrease even further if the list appears on TripAdvisor. (C) 2015 Elsevier Ltd. All rights reserved.
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