期刊
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
卷 72, 期 -, 页码 47-55出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.ijhm.2018.01.003
关键词
Digital hotel marketing strategies; Volume and valence of online reviews; Hotel performance; Room occupancy; RevPar
We investigate to what extent digital marketing strategies (such as having a digital marketing plan, responsiveness to guest reviews, and monitoring and tracking online review information) influence hotel room occupancy and RevPar directly, and indirectly through the mediating effect of the volume and valence of online reviews they lead to, and to what extent this mechanism is different for different types of hotels in terms of star rating and independent versus chain hotels. The research was carried out in 132 Belgian hotels. The results indicate that review volume drives room occupancy and review valence impacts RevPar. Digital marketing strategies and tactics affect both the volume and valence of online reviews and, indirectly, hotel performance. This is more outspoken in chain hotels than in independent hotels, and in higher-star hotels than in lower-tier hotels.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据