An analysis of online reviews by language groups

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Details zur Publikation

Untertitel: The case of hotels in Porto, Portugal
Autorenliste: Pacheco, L.
Verlag: Varna University of Management
Jahr der Veröffentlichung: 2016
Zeitschrift: European Journal of Tourism Research (1994-7658)
Bandnummer: 14
Erste Seite: 66
Letzte Seite: 74
Seitenumfang: 9
ISSN: 1994-7658
Sprachen: Englisch-Vereinigtes Königreich (EN-GB)


Beschreibung

Electronic word-of-mouth has gained importance with the emergence of new
online tools and the hospitality sector is at the core of that
phenomenon. In this paper we employ a secondary data set of hotel guest
reviews for Porto, Portugal, star-rated hotels on a large online travel
platform, to explore the distribution and difference in rating behavior
of English, Portuguese, Spanish, French and Brazilian guests in an
online environment. We find that hotels should promote greater
participation by customers in online review platforms, since the average
review rating tends to increase with the number of reviews. In terms of
language groups, we find that Brazilian travelers tend to give higher
ratings and that Spanish travelers are at the other end of the spectrum.
Also, low-class hotels are more likely to have customer satisfaction
differences, whereas upgrading from a four to a five-star hotel yields a
slight boost in ratings. Our results point out that special attention
should be given to Spanish guests in all hotel classes, but particularly
in middle and low-class hotels. These hotels should be more attentive
towards their Spanish guests, exerting more effort to satisfy them in
order to obtain better online ratings. © 2016 Varna University of
Management. All rights reserved.


Schlagwörter

Hospitality, Management, Portugal


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