Online Review Impacts on Hotel Online Booking Decision

With the development of the economy and the maturity of the network market, more and more people book hotels and tickets online. When the customer book hotels online, online reviews play an important role in consumer booking decision. Despite researcher's attempts on examining different aspects of online reviews, its impact on hotel sales remains largely unknown in the existing literature. Objective: In this paper, we give one method to investigate the impact of online reviews on consumer's hotel online booking decision. Method: Utilizing data collected from the so jump website in China, linear regression analysis is used to find out which aspects of online reviews have impacts on the consumer's hotel online booking decision. Result: Our results indicate a significant relationship between online reviews and consumer hotel online booking decision. Six factors of online reviews influencing consumers in hotel online booking were found. Conclusion: In this paper, we have successfully indicated that the linear regression model analysis can be used to investigate the relationship between online reviews and hotel online booking decision.