Predictors of review sites usage in hotels

Abstract

The tourism industry has been strongly impacted by the consumer use of review sites. Since review travel sites such as TripAdvisor allowed accommodations to create own profiles with information, hotels began incorporating these actions into their engaging customers programming. Despite the benefits that review sites can offer to customers, hotels and accommodations, its implementation is not developed and exploited in all its possibilities, and little is known about hotels use of this review sites. This study explores the topic trough quantitative methodology, conducting multiple correlation analysis of data obtained from a sample of 301 hotel managers. Managers consider they are committed to this type of platforms and are capable of use it accurately. Also it was found evidence of correlation between use of TripAdvisor and hotel characteristics (size, ownership structure, and category). Furthermore, multiple regression analysis shows competence and commitment as the most important predictors of use intensity.Keywords: Review sites, eWOM, tourism, hotel sector, predictors. ResumenLa industria del turismo se ha visto fuertemente afectada por el uso las plataformas de valoración por parte de los consumidores. Dado que sitios como TripAdvisor permiten a los alojamientos crear perfiles propios, los hoteles han comenzado a incorporar estas acciones en sus programas de compromiso y fidelización de clientes. A pesar de los beneficios que estas webs pueden ofrecer tanto a clientes como a hoteles, su implementación no se ha desarrollado en todas sus posibilidades, y poco se sabe sobre el uso que de ellas hacen los hoteles. Esta investigación explora este tema mediante una metodología cuantitativa, realizando análisis de correlación múltiple con datos obtenidos de 301 gerentes de hoteles. Los gerentes consideran que están comprometidos con este tipo de plataformas y son capaces de usarlas con precisión. Además, encontramos evidencias de correlación entre el uso de TripAdvisor y las características del hotel (tamaño, estructura de propiedad y categoría). Igualmente, el análisis de regresión múltiple muestra la capacidad y el compromiso como los predictores más importantes de la intensidad de su uso.Palabras clave: Plataformas de valoración, eWOM, turismo, sector hotelero, predictores.

Business Analytics in Tourism: Uncovering Knowledge from Crowds

“…As such, shuttle services can be revisited in a cost-benefit approach. On the other hand, the topics room and experience are strategic factors of the hotels' internal environment, and their growth represents the importance of these factors for the customers in recent years (Perez-Aranda, Anaya-Sanchez, & Ruizalba, 2017). Also, with new work structure and cheaper tickets, people may be travelling more, what in turn may be increasing the importance of comfort issues, as travelers spend more time out of home.…”

Predictors of positive reviews on hotels: hoteliers’ perception

“…The literature indicates the circumstances and the consequences of using review sites (Guesalaga, 2016). For example, Perez-Aranda et al (2017) analyzed the determinants of review site usage. Through multiple correlation analysis of data obtained from a sample of 301 hotel managers, the authors found evidence of correlation between the use of TripAdvisor and the hotel characteristics (size, type of ownership, and category), competence, and commitment.…”

“…The authors underline that most of the hoteliers interviewed claimed to handle the complaints and claims personally to mitigate their negative impact, and to show customers that their comments are valued and that the hotel cares for them. According to the literature (Garrido-Moreno and Lockett, 2016;Guesalaga, 2016;Perez-Aranda et al, 2017), use is measured by a Likert scale. Therefore, the following hypothesis is proposed: H1.…”

Enhancing social media engagement by the hospitality industry: The power of customer experience dimensions

“…Social media platforms represent an ideal “place” to share opinions (Pérez-Aranda et al, 2017), which, in many cases, helps other users with their purchasing decisions (Atwood and Morosan, 2015; Madhusanka et al, 2020). Therefore, social networks have become the most effective advertising media to both attract new audiences and to generate brand awareness in the hotel sector (Anaya et al, 2020).…”