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The influence of internet customer reviews on the online sales and prices in hotel industry

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  • Hulisi Öğüt
  • Bedri Kamil Onur Taş

Abstract

In this paper, the impact of two service quality metrics (star rating and customer rating) on hotel room sales and prices is investigated. Two of the most popular tourist destinations in the world, Paris and London, are chosen. It is found that a higher customer rating significantly increases the online sales of hotels. The study results show that a 1% increase in online customer rating increases Sales per Room up to 2.68% in Paris and up to 2.62% in London. Contrary to expectations, higher stars do not increase the sales. It is also shown that higher customer ratings result in higher prices of the hotel and the prices of high star hotels are more sensitive to online customer ratings.

Suggested Citation

  • Hulisi Öğüt & Bedri Kamil Onur Taş, 2010. "The influence of internet customer reviews on the online sales and prices in hotel industry," The Service Industries Journal, Taylor & Francis Journals, vol. 32(2), pages 197-214, September.
    • Handle: RePEc:taf:servic:v:32:y:2010:i:2:p:197-214
    DOI: 10.1080/02642069.2010.529436
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    Cited by:

    1. Zhen Li & Aoi Shimizu, 2018. "Impact of Online Customer Reviews on Sales Outcomes: An Empirical Study Based on Prospect Theory," The Review of Socionetwork Strategies, Springer, vol. 12(2), pages 135-151, December.
    2. Pulina, Manuela & Santoni , Valentina, 2018. "Hotel online pricing policy: A review and a regional case study," INVESTIGACIONES REGIONALES - Journal of REGIONAL RESEARCH, Asociación Española de Ciencia Regional, issue 42, pages 93-111.

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