This study investigates the influence of hotel guest reviews on customer hotel preferences in the context of booking hotels online applying a conjoint design. The empirical research shows that the subjects willingness to pay is significantly higher than their reference price for hotels. In addition to that, the results of this study indicate that reviews on the hotel in general and on the hotels rooms are perceived the most useful for consumers reading reviews. Applying a cluster analysis, we identify seven different segments. The findings indicate that users of consumer reviews do not belong to only one homogeneous group but perceive the importance of review categories differently. The paper also provides managerial implications.
|Title of host publication||CAUTHE 2009 see CHANGE: tourism & hospitality in a dynamic world|
|Editors||Council for Australian University Tourism & Hospitality Education|
|Place of Publication||Fremantle, Western Australia|
|Publisher||Promaco Conventions PTY LTD|
|ISBN (Print)||1 86308 153 4|
|Publication status||Published - 1 Mar 2009|