Keywords

Consumer-generated feedback; Electronic Word-of-Mouth; Online Reviews; Hotels; Lodging; Trip Advisor

Abstract

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.

Publication Date

6-1-2016

Original Citation

Singh, D., Torres, E., & Robertson-Ring, A. (2016). Playing for first place: An analysis of online reviews and their impact on local market rankings. Advances in Hospitality and Tourism Research, 4(1). 32-51.

Number of Pages

32-51

Document Type

Paper

Language

English

Source Title

Advances in Hospitality and Tourism Research

Volume

4

Issue

1

Publication Version

Publisher's version

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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