Analysis of the Online Reputation Based on Customer Ratings of Lodgings in Tourism Destinations

Abstract

This study analyzes customers’ online social communication to rate lodgings and tourist destinations. A practical methodology is proposed to analyze the online reputation of lodgings as well as the main concepts rated by customers in their online social communication process. To this end, an empirical study was carried out by analyzing the online opinions expressed by customers on the Booking.com tourist lodging website. Based on the information available, three new variables were created and analyzed that represent clearly defined concepts in the minds of consumers. This includes “service quality,” “perceived value,” and “added value.” This study shows that perceived value and service quality are concepts evaluated by customers that are able to differentiate between lodgings in tourist destinations. Therefore, the results show that the online social communication that takes place through this portal has the capacity to guide potential customers by differentiating between the services offered by lodging companies.

Online Reviews and Product Sales: The Role of Review Visibility

“…Academic literature has also highlighted the power of online reviews to predict different types of consumer behavior such as information adoption decisions [3][4][5], purchase intentions [6][7][8], and product sales in product categories such as hardware, books, movies, and hotels [9][10][11][12][13][14]. Some studies have also focused on exploring online reputation and image by analyzing product features revealed at online reviews [15], and others have studied review texts to uncover product features and sentiments [16]. When exploring the role of online reviews to predict product sales, previous literature has implicitly assumed that every review for a product has the same probability of being viewed by consumers, so every review has been considered as equally influential in the consumer purchase decision.…”

La comunicación digital en los museos Estudio comparado de las herramientas de la web 2.0

“…Existen multitud de herramientas de comunicación desarrolladas dentro del ámbito de las TIC (Zerfass, Tench, Verčič, Verhoeven y Moreno, 2014), relacionadas con la actividad turística, pero la que más interés ha despertado ha sido la Web por el cambio que ha supuesto en la forma de acceder a la información (Caro, Luque y Zayas, 2015). A esto hay que añadir las herramientas tecnológicas que se desarrollaron con la web 2.0, como los blogs, redes sociales, aplicaciones móviles, comunidades de video y comunidades virtuales (Kim y Park, 2017;Rodríguez-Díaz et al, 2018). Herramientas que han permitido un gran desarrollo de la comunicación entre las instituciones y sus públicos.…”

Analyzing the Online Reputation and Positioning of Airlines

“…Online reputation has been widely studied in the tourism sector, with a great impact on capturing the demand for hotels [37]. From the perspective of quantitative research, online customer ratings have been used preferentially on the specialized websites of TripAdvisor, Booking, and HolidayCheck [25,[38][39][40][41]. However, in the airline sector, research has been limited, especially in the statistical analysis of the scales and competitive positioning studies [42][43][44].…”