Impact of Reviews and Ratings on Hotel Bookings Research Methodology Answer

Abstract

Virtual/ online reviews have seized the attention of researchers and industry experts. The current research investigates the impact of reviews and ratings on hotel bookings. It is found that there is an alteration in the client's behaviors after moving from word-of-mouth to electronic word-of-mouth. Online reviews from clients have usually become the major reference for clients to assess accommodation choices. It is found that previous clients were inclined to depend completely on offline sources such as travel agencies however; after the technological progressions, virtual sources took up the marketplace and became the major source of information search.

Keywords: Reviews and Ratings; Hotel booking intents of consumers; consumer-generated feedback, online reviews.

Acknowledge

Examining this study's content is perceived as probably the ideal insight. This equips me with the likelihood to enhance my insightful competencies and knowledge. I want to thank all my friends and my supervisors who made this journey easy for me. I appreciate their efforts to give me constant scholastic assistance throughout the research work. I am appreciative to all my university educators also who interminably directed me, and upheld me to face complexities and challenges through my investigation.

Dedication

I desire to thank my family members to help me with my study. I am thankful from the bottom of my heart to my parents for their continual support in encouraging me to put effort into the project. I also dedicate this study to my friends who supported me throughout the procedure.

Introduction

As per Chang et al. (2021), notably, the progression in the technologies and their broad accessibility have entirely changed the means through which and how clients choose hotel bookings. There is no doubt that society is progressively depending on the cumulative options of peers online. It can be said that the contributions considered by the users on the technical platform enable the collaboration between identical society members who exchange their inclinations, hence enabling the decision-making procedure. Such contributions became the major source of societal impact while a purchase. Every time clients express themselves on the web to provide their input that is termed e-WOM (electronic word of mouth) (Danish et al., 2019)
It is stated that e-WOM has successfully authorized the clients by enabling them to access more precise, updated information on the goods or services. It is found that clients possess extremely restricted information on the excellence of goods to buy or services to attain. In view of the same, they majorly depend on external sources. It can be said that the professional reviewers for a significant time were deemed as the major external sources of information, however; their approach in massively dispersed markets was restricted and not deemed as autonomous by clients (Singh & Torres, 2015).

The online UGC (user-generated content) has now substituted the professional reviewers. Such a novel source of information provides a rich and more diverse range of reviews with an enormously broader coverage of goods. Additionally, it brings into the framework different preferences and standards of the reviewers (Gavilan et al., 2018).
The current study is aimed to study the impact of reviews and ratings on hotel bookings. Moreover, it aims to analyze the relationship between online reviews and ratings and hotel occupancy rates. It will further investigate ways hotels can use such information to improve their business.

The present research will be divided into the following chapters:

• Chapter 1: Introduction
• Chapter 2: Literature Review
• Chapter 3: Research Methodology
• Chapter 4: Analysis and Findings
• Chapter 5: Conclusion and Recommendations

Conclusion

The above discussion concludes that virtual reviews from clients have typically become the major reference for clients to make decisions regarding accommodation choices.

References

Chang, Y. M., Chen, C. H., Lai, J. P., Lin, Y. L., & Pai, P. F. (2021). Forecasting hotel room occupancy using long short-term memory networks with sentiment analysis and scores of customer online reviews. Applied Sciences, 11(21), 10291.

Danish, R. Q., Hafeez, S., Ali, H. F., Shahid, R., & Nadeem, K. (2019). Impact of online consumer reviews on hotel booking intentions: The case of Pakistan. European Scientific Journal ESJ, 15(7), 144-159.

Gavilan, D., Avello, M., & Martinez-Navarro, G. (2018). The influence of online ratings and reviews on hotel booking consideration. Tourism Management, 66, 53-61. Singh, D., & Torres, E. (2015, January). Hotel online reviews and their impact on booking transaction value. In XVI Annual Conference Proceedings, New Delhi (pp. 992-999).

You Might Also Like

Why is Self Management Important?

Management Assignment Help