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The impact of online reviews on hotel booking intentions and trust

Sparks, Beverley & Browning, Victoria (2011) The impact of online reviews on hotel booking intentions and trust. Tourism Management, 32(6), pp. 1310-1323.

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Abstract

A growing reliance on the Internet as an information source when making choices about tourism products raises the need for more research into electronic word of mouth. Within a hotel context, this study explores the role of four key factors that influence perceptions of trust and consumer choice. An experimental design is used to investigate four independent variables: the target of the review (core or interpersonal); overall valence of a set of reviews (positive or negative); framing of reviews (what comes first: negative or positive information); and whether or not a consumer generated numerical rating is provided together with the written text. Consumers seem to be more influenced by early negative information, especially when the overall set of reviews is negative. However, positively framed information together with numerical rating details increases both booking intentions and consumer trust. The results suggest that consumers tend to rely on easy-to-process information, when evaluating a hotel based upon reviews. Higher levels of trust are also evident when a positively framed set of reviews focused on interpersonal service.

Impact and interest:

39 citations in Scopus
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21 citations in Web of Science®

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ID Code: 41422
Item Type: Journal Article
Keywords: Online Reviews, e-Complaints, Travel Choice, Electronic Word of Mouth, Consumer Generated Communication
DOI: 10.1016/j.tourman.2010.12.011
ISSN: 0261-5177
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Management (150603)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Management
Copyright Owner: Copyright 2011 Elsevier
Deposited On: 26 Jul 2011 10:31
Last Modified: 24 Jan 2012 14:50

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