The influence of online reviews on hotels performance

• Main Authors: Yu, Shao-Ting, 游紹婷
• Other Authors: Fang, Chin-Yi
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/62474161231130729712

碩士 === 國立臺灣師範大學 === 運動休閒與餐旅管理研究所 === 104 === With the rapid development of the Internet, consumers increasingly use website and social media for all kinds of activity and to spread e-word-of-mouth (eWOM). The most common example of eWOM is online reviews. According to previous research, eWOM plays a key role in influencing hotel performance. As such, this paper collected 4 years of data (2012-2015) from 73 International Tourist Hotels in Taiwan to investigate the effects of six critical online reviews variables including review valence (on a scale of 1-5, 1=terrible to 5=excellent), review volume, customer satisfaction, customer complaints, management response, response level on hotel performance including Average Daily Rate (ADR), Occupancy Rate (OCR) and Revenue Per Available Room (RevPAR). And the data was retrieved from TripAdvisor, Expedia, two popular platform of travel social media. Also, the impact of the online review variables on hotel performance is investigated while considering the control variables including hotel size and star rating. The result indicates that four variables (review valence, review volume, customer satisfaction, customer complaints) influenced hotel's ADR and RevPAR while only two variables (review volume, customer satisfaction) influenced hotel's OCR.