Measuring the value of online information to hotel e-bookings: an empirical study from China

Abstract

Based on empirical data, this study analyses the influence of online information on OTAs’ website on hotel room sales, and the difference among four types of hotel in China hospitality industry. According to the origins, the information on online travel agencies’ website can be classified into three types which influence hotel e-bookings differently. Online reviews and attribute information both influence most of hotel e-bookings significantly except for the variables of cleanliness rating and room rate. Recommended information provided by online travel agencies also has a positive impact on hotel e-bookings except for the variable of browsing index. In terms of the types of hotel, clear differences are also found in the research. The empirical results reveal that online reviews significantly influence the hotel e-bookings except for luxury hotels. But the attribute information of hotels has significant influence on the online bookings of luxury hotels, while room rate has no significant impact on top grade hotels, comfortable hotels and budget hotels. Additionally, the recommended information significantly influences the hotel e-bookings of top grade hotels especially. Furthermore, some managerial implications for online travel agencies and hoteliers are discussed.