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Are Online Guest Reviews Useful? Implications For The Hotel Management

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  • CodruÈ›a Adina Baltescu

Abstract

The technological progress and the development of communication meansare factors that led to major changes in the hotel guests‘ booking behavior. The official hotelratings are no longer sufficient in the attempt to book a hotel. The modern consumer is equallyinterested in the opinions expressed by previous guests. The online reviews reflect assessmentsbased on the travelers' personal experience and gain significant importance for other guests.This article presents an analysis of the accommodation offer located in the central area ofBraÈ™ov municipality, and a synthesis of the assessments of Romanian and foreign tourists onBooking.com for the analyzed accommodation units. Moreover, considering that online guestreviews are useful both for the future customers (being a barometer of previous consumers'experiences) and also for managers (as an expression of opinions and expectations of guests) aconjoint analysis has been presented.The conjoint analysis exploresthe importance value of eachhotel attribute score based on each individual‘s ratings on the attributes and overall ratings.

Suggested Citation

  • CodruÈ›a Adina Baltescu, 2016. "Are Online Guest Reviews Useful? Implications For The Hotel Management," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(18), pages 1-1.
  • Handle: RePEc:alu:journl:v:2:y:2016:i:18:p:1
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    Keywords

    online reviews; hotel star-classification; hotel attributes; Booking.com; conjointanalysis.;

    JEL classification:

    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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