Investigating the Impact of Online Word-of-Mouth on Hotel Sales with Panel Data

被引：0

作者：

Lu Qi ^{[1
]}

Xiao Lei ^{[1
]}

Ye Qiang ^{[1
]}

机构：

[1] Harbin Inst Technol, Sch Management, Harbin 150001, Peoples R China

来源：

2012 INTERNATIONAL CONFERENCE ON MANAGEMENT SCIENCE & ENGINEERING | 2012年

关键词：

hotel; panel data; review; star rating; SENTIMENT CLASSIFICATION; REVIEWS;

D O I：

暂无

中图分类号：

C93 [管理学]; O22 [运筹学];

学科分类号：

070105 ; 12 ; 1201 ; 1202 ; 120202 ;

摘要：

With the rapid growth of online booking channel in hospitality industry, the impact of online word-of-mouth on hotel sales has become a popular topic among researchers and practitioners. Prior research mainly focuses on experience goods such as books and movies, and the results are inconsistent. To bridge the gap, we conduct an empirical study to testify how the average and variance of customer review impact hotel sales and further identify the moderating effect of hotel star ratings on this process. We collect panel data from a major travel service website in China, Elong.com, and reveal that both average rating of customer review and its variance have a positive impact on hotel sales. Besides, the average rating of customer review is more important for hotels with higher star ratings.

引用

页码：3 / 9

页数：7

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