TY - JOUR
T1 - Online Consumer Review Factors Affecting Offline Hotel Popularity
T2 - Evidence from Tripadvisor
AU - Xie, Karen L.
AU - Chen, Chihchien
AU - WU, Shin-yi
N1 - Publisher Copyright:
© 2015 Taylor & Francis.
PY - 2016/2/12
Y1 - 2016/2/12
N2 - The business value of online consumer reviews has emerged in recent year as one of utmost importance for hotel marketers. This study examines how online consumer reviews affect offline hotel popularity. Using time-series data of 56,284 hotel reviews posted for more than 1000 hotels listed on TripAdvisor, this paper estimates the effect of factors of online consumer review, including quality, quantity, consistency, and recency, on the offline hotel occupancy (i.e. how popular the hotel is among consumers). The empirical evidence shows the relative effect of online consumer review factors on offline hotel popularity when controlling for other hotel characteristics. In particular, the effect of review quality lasts for at least a couple of quarters, whereas that of other online consumer review factors remains short-term. The findings provide a managerial basis to improve the online presence of hotels on social media platforms by strategically utilizing important review factors.
AB - The business value of online consumer reviews has emerged in recent year as one of utmost importance for hotel marketers. This study examines how online consumer reviews affect offline hotel popularity. Using time-series data of 56,284 hotel reviews posted for more than 1000 hotels listed on TripAdvisor, this paper estimates the effect of factors of online consumer review, including quality, quantity, consistency, and recency, on the offline hotel occupancy (i.e. how popular the hotel is among consumers). The empirical evidence shows the relative effect of online consumer review factors on offline hotel popularity when controlling for other hotel characteristics. In particular, the effect of review quality lasts for at least a couple of quarters, whereas that of other online consumer review factors remains short-term. The findings provide a managerial basis to improve the online presence of hotels on social media platforms by strategically utilizing important review factors.
KW - Online consumer review
KW - hotel occupancy
KW - offline hotel popularity
KW - social media marketing
UR - http://www.scopus.com/inward/record.url?scp=84957840890&partnerID=8YFLogxK
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U2 - 10.1080/10548408.2015.1050538
DO - 10.1080/10548408.2015.1050538
M3 - Article
AN - SCOPUS:84957840890
SN - 1054-8408
VL - 33
SP - 211
EP - 223
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
IS - 2
ER -