The impact of online reviews on hotel booking intentions and perception of trust

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Title The impact of online reviews on hotel booking intentions and perception of trust
Author Sparks, Beverley; Browning, Victoria
Journal Name Tourism Management
Year Published 2011
Place of publication United Kingdom
Publisher Elsevier
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.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1016/j.tourman.2010.12.011
Copyright Statement Copyright 2011 Elsevier. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Volume 32
Issue Number 6
Page from 1310
Page to 1323
ISSN 0261-5177
Date Accessioned 2012-01-18
Date Available 2012-06-12T22:32:06Z
Language en_US
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Tourism Marketing
URI http://hdl.handle.net/10072/42587
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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