Tried And Tested. The Impact Of Online Hotel Reviews On

Tried and tested: The impact of online hotel reviews on consumer consideration Presented by Jinyue Wang 1000042488 Catalogue Introduction Literature review Methodology Findings Managerial Implication Supported Example 1 Introduction  · Research Gap Impacts of online reviews Researches on electronic word-of-mouth Relationships between users and contributors of review sites  · Research aim Find out the impact of online reviews to hotels’ potential consumers. i.e., their purchase decisions  · Research framework An experimental study was conducted to assess the moderating influence of review valence, hotel familiarity, and reviewer expertise on the within-subject effect of online hotel reviews on consumer awareness, attitudes, and†¦show more content†¦Vermeulen Daphne Seegers  · Methods The writers give 9 hypotheses first, then through the email surveys, manipulation checks, and analyses, prove all the hypothesis and answer the questions.  · Questions To what extent exposure to online reviews affects consumers’ preference when they select hotels? What are the influences by hotel brand awareness, and reviews by experts to consumers?  · Theory This research applies consideration set theory to model the impact of online hotel reviews on consumer choice. a. Brand awareness Brand awareness is the key variable. Consumer choice process: †¢ List all possible choice options, based on their awareness set. †¢ Narrow lists down to the consideration set. †¢ Narrow choices down to a very small choice set, even to a single choice. †¢ b. Hotel awareness †¢ Well-known hotels are more easy to remind and to be choosen for average consumer than lesser-known hotels. †¢ c. Hotel consideration †¢ Hotel awareness and hotel attitude can be seen as complementary factors of hotel consideration, and will increase hotel awareness and impact which increases hotel consideration also. 3 Methodology How the data was collected and analyseï ¼Å¸ ââ€"†Place Netherlands (different parts) ââ€"† People  ·168 respondents completed the entire experiment.  · The average age: 31  · Education background: 80.0% had a college degree  · Gender: 43.5% were men, 56.5% were women ââ€"† Process  · Set pre-stimulusShow MoreRelatedMiss6321 Words   |  26 PagesThe Influence of TripAdvisor Consumer-Generated Travel Reviews on Hotel Performance Pasi Tuominen University of Hertfordshire Business School Working Paper (2011) University of Hertfordshire Business School Working Papers are available for download from https://uhra.herts.ac.uk/dspace/handle/2299/5549 and also from the British Library: www.mbsportal.bl.uk The Working Paper Series is intended for rapid dissemination of research results, work-inprogress, and innovative teaching methods, atRead MoreIdentify And Evaluate Marketing Opportunities2118 Words   |  9 PagesIdentify and evaluate marketing opportunities Part 1: Research and identify possible marketing opportunities: Review of the Marketing Plan: The Westend Market Hotel, Sunshine North, Victoria, is a representative of one of the most known brand within the â€Å"exclusive business hotels of Australia. 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