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Journals / Advances in Hospitality and Tourism Research (AHTR) / 2016 / Cilt: 4 - Sayı: 1

PLAYING FOR FIRST PLACE: AN ANALYSIS OF ONLINE REVIEWS AND THEIR IMPACT ON LOCAL MARKET RANKINGS

İLK SIRADA YER ALMAYA OYNAMAK:İNTERNET ÜZERİNDEN YAPILAN DEĞERLENDİRMELERİN ANALİZİ VE BU DEĞERLENDİRMELERİN YEREL PAZAR SIRALAMALARI ÜZERİNDEKİ ETKİSİ

Dipendra SINGH
N. Edwin TORRES
April ROBERTSON-RING
Pages
31–52
Publication Date
2022-10-11
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The authors tested the relationships between number of reviews, market ranking, overall rating and number of booking transactions.

📌 3 Key Takeaways

🎯
Objective & Hypothesis: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.
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Key Findings & Data: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.
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Conclusion & Impact:The authors tested the relationships between number of reviews, market ranking, overall rating and number of booking transactions.
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

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.

Özet

Önceki araştırmalar internet üzerinden yapılan değerlendirmelerin otel imajı üzerindeki etkisini araştırırken, bu çalışma müşteri sözleşmelerinin çeşitli tedbirlerinin bir otelin yerel pazar sıralamasındaki etkisini analiz etmektedir. Bu amaçla, araştırmacılar TripAdvisor'da mutlak değerlendirmesi (yani 1-5 yıldızlı) ve pazar sıralaması (yani 1., 2., 3. sırada) olarak değerlendirme sayılarını içeren örneklemi oluşturan oteller üzerinden veri toplamışlardır. Araştırmacılar değerlendirme sayıları, pazar sıralaması, genel değerlendirme ve rezervasyon işlemleri sayısı arasındaki ilişkiyi test etmişlerdir. Sonuçlar, otelin pazar sıralamasını belirlemesinde, değerlendirme sayılarının değil otelin mutlak değerlendirmesinin önemli bir faktör olduğunu ortaya çıkartmıştır. TripAdvisor ve diğer turizm siteleri tarafından kullanılan logaritmanın özel bir yapısı olduğundan, genel değerlendirme, pazar sıralaması ve değerlendirme sayıları arasındaki ilişkiyi gösteren araştırma, bilim insanlarının ve uygulayıcılarının otel performansı ve online imajın nasıl geliştirileceği konusunda anlayışlarını aydınlatmaya yardımcı olmaktadır.

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Cite This Article

SINGH, D., TORRES, N. E., ROBERTSON-RING, A. (2022). PLAYING FOR FIRST PLACE: AN ANALYSIS OF ONLINE REVIEWS AND THEIR IMPACT ON LOCAL MARKET RANKINGS. Advances in Hospitality and Tourism Research (AHTR), Cilt: 4 - Sayı: 1, 31–52. https://ajindex.com/articles/429487

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