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Online reputation of 4- and 5-star hotels

Author

Listed:
  • Inmaculada Rabadán-Martín

    (University of Huelva Department of Financial Economics, Accounting and Operations Management, Huelva (Spain))

  • Francisco Aguado-Correa

    (University of Huelva Department of Financial Economics, Accounting and Operations Management, Huelva (Spain))

  • Nuria Padilla-Garrido

    (University of Huelva Department of Economics, Huelva (Spain))

Abstract

Purpose – The aim of this research is to analyse how hotels incorporate their online reputation on their official websites, the characteristics of that information, as well as the variables that may influence it. Design/Methodology/Approach – We analysed 503 websites of 4- and 5-star hotels in Andalusia (Spain). It was verified on a case-by-case basis whether the hotel publicized its online reputation, the type (numerical or non-numerical) and the source of its reputation (internal or external). In addition, a general profile was established for each establishment. After a descriptive analysis, possible dependent relationships between the online reputation and characteristics of the establishment were analysed. Findings – Over half of the hotels opted to publicize their online reputation on their own websites, and a little over half of those used the external online reputation sources. Both circumstances were related to factors such as modality and the hotel size. TripAdvisor ratings were a reference point among the hotels under analysis. Originality of the research – This study provides insight into the manner in which hotels are reflecting their online reputation on their official websites, the variables that may influence this behaviour and the extent to which the third-party reviews are visible on their websites.

Suggested Citation

  • Inmaculada Rabadán-Martín & Francisco Aguado-Correa & Nuria Padilla-Garrido, 2020. "Online reputation of 4- and 5-star hotels," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 26(1), pages 157-172, June.
    • Handle: RePEc:tho:journl:v:26:y:2020:n:1:p:157-172
    DOI: https://doi.org/10.20867/thm.26.1.9
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    References listed on IDEAS

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    1. Liu, Zhiwei & Park, Sangwon, 2015. "What makes a useful online review? Implication for travel product websites," Tourism Management, Elsevier, vol. 47(C), pages 140-151.
    2. Dina Mayzlin & Yaniv Dover & Judith Chevalier, 2014. "Promotional Reviews: An Empirical Investigation of Online Review Manipulation," American Economic Review, American Economic Association, vol. 104(8), pages 2421-2455, August.
    3. Martin Gellerstedt & T. Arvemo, 2019. "The impact of word of mouth when booking a hotel: could a good friend’s opinion outweigh the online majority?," Information Technology & Tourism, Springer, vol. 21(3), pages 289-311, September.
    4. Fang, Bin & Ye, Qiang & Kucukusta, Deniz & Law, Rob, 2016. "Analysis of the perceived value of online tourism reviews: Influence of readability and reviewer characteristics," Tourism Management, Elsevier, vol. 52(C), pages 498-506.
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    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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