The influence of online ratings and reviews on hotel booking consideration
By Diana Gavilan, Maria Avello, Gema Martínez-Navarro. Tourism Management, 2018
357 citations recorded by the source corpus.
This paper analyses the impact of good vs. bad ratings during the first stage of the decision-making process when booking a hotel. This study tested the interaction between numerical ratings given to a product or service and the number of verbal reviews it has received while controlling subject susceptibility to interpersonal influence. The study conducted a full factorial between subjects design of 2 levels of ratings (good vs. bad) x 2 levels of reviews (high vs. low) in a decision-controlled setting. Results suggest an asymmetric interaction between numerical ratings and reviews: When the rating is good, the trust in the rating depends on the number of reviews, but conversely, if the rating is bad, the number of reviews has no effect on how trustworthy the rating is. Academic and managerial implications of this study and scope for future research have also been discussed.
Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/b842039058c2cafeeddec28d08f5fb656ef1c316
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In Information Systems and Management
In Organizational Behavior and Human Resource Management
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Citations in the corpus
- “Donate to help combat COVID-19!” How typeface affects the effectiveness of CSR marketing? (2020, methodology): “…trust was measured via four items: “I believe this restaurant is trustworthy,” “I believe this restaurant is dependable,” “I have confidence in this restaurant,” “I believe this restaurant is responsible” (1 = strongly disagree; 7 = strongly agree, a = 0.89), adapted from Gavilan et al. (2018).”
- The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective (2020, background): “…amount of information, new search engines, different devices, and new strategies to approach information in order to make a purchasing decision; accordingly, online ratings and reviews have become trusted sources when making online purchase decisions (Gavilan, Avello, and Martinez-Navarro 2018).”