The Impact of Online Reviews and Ratings on Customer Hotel Preferences, Case Study: Tripadvisor

ICONIET PROCEEDING Pub Date : 2019-02-14 DOI:10.33555/ICONIET.V2I4.48

Isabella Natasha, Robert La Are

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Abstract

Online hotel reviews is an important source for customers to find out the products and service quality. Online hotel reviews consist of reviews and ratings. The best online reviews website in TripAdvisor. In this era, online reviews are really important and could affect customer preferences in choosing a hotel. The aim of this research is to analyze in what extent do online reviews and ratings affect customer preferences. This study use survey by distributing a total of 100 questionnaires in order to gain the data. Then, the data will be proceed through SPSS to test the validity, reliability, classical assumption, and multiple regression analysis. The results indicatedthat both of the variables (online reviews and ratings) positively impact customer preferences in choosing a hotel. However, online reviews has a bigger impact towards customer preferences rather than online ratings. It is recommended for TripAdvisor to weed out the fake reviews and guarantee the trustworthy reviews. For the hotel managers, it is recommended to response both, positive and negative reviews that made by customers in TripAdvisor, because it could change someone’s perceptions into the good feeling of the hotel.

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在线评论和评分对客户酒店偏好的影响，案例研究:Tripadvisor

酒店在线评论是顾客了解酒店产品和服务质量的重要来源。在线酒店评论包括评论和评级。TripAdvisor中最好的在线评论网站。在这个时代，在线评论非常重要，可能会影响顾客选择酒店的偏好。这项研究的目的是分析在线评论和评级在多大程度上影响了顾客的偏好。本研究采用调查的方式，共发放100份问卷，以获取数据。然后，将数据通过SPSS进行效度、信度检验、经典假设、多元回归分析。结果表明，这两个变量(在线评论和评分)对顾客选择酒店的偏好都有积极的影响。然而，在线评论对客户偏好的影响比在线评分更大。建议TripAdvisor剔除虚假评论，保证评论的可信度。对于酒店管理者来说，建议对TripAdvisor上的顾客的正面和负面评价都做出回应，因为这可能会把顾客对酒店的看法转变为对酒店的好感。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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ICONIET PROCEEDING

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