An Analysis of Word-of-Mouse Ratings and Guest Comments of Online Hotel Distribution Sites

This study evaluates 60,648 consumer ratings and comments from an online distribution site to explore what factors drive consumer ratings of hotels. Ratings assigned by travelers were combined with words used in their comments to bring to light the most frequent commendations and concerns mentioned...

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Bibliographic Details
Published in:Journal of hospitality marketing & management 2010-01, Vol.19 (7), p.773-796
Main Authors: Stringam, Betsy Bender, Gerdes, John
Format: Article
Language:English
Subjects:
comment
DBPM
Expedia
Hotel
Internet
rating
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Summary:This study evaluates 60,648 consumer ratings and comments from an online distribution site to explore what factors drive consumer ratings of hotels. Ratings assigned by travelers were combined with words used in their comments to bring to light the most frequent commendations and concerns mentioned when rating hotels. Specifically, the study yields information as to the most frequently used words, as well as the pattern of word usage with either high or low guest ratings. It also explores word choices of guests scoring hotels at lower ratings versus higher ratings. Implications of the differences in word choice are discussed. The results of this study will help hotel management in allocating resources to improve ratings and guest comments.
ISSN:1936-8623
1936-8631
DOI:10.1080/19368623.2010.508009