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2020 | OriginalPaper | Buchkapitel

Driving Factors of Online Reviews and eWOM in International Hotel Industry

verfasst von : Ekaterina Buzulukova, Margarita Sarkisian

Erschienen in: Digital Transformation and Global Society

Verlag: Springer International Publishing

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Abstract

Today online client reviews (OCR) are the crucial factor in choosing the best hotel to visit. However, as the number of reviews sites is growing, tourists tend not to write feedback about their stay, especially when everything was quite good. The aim of the present work is to determine the factors compelling the publication of online reviews by Russian consumers about hotels, they have visited recently, and to suggest methods of increasing their readiness to publish feedback. Quantitative approach (online questionnaire) was applied and based on principal component analysis 9 factors were revealed. People tend to write reviews more often because of desire to help others, satisfactory/unsatisfactory performance of hotel, positive or negative experience, company’s policy for reviews, whether it is easy to leave a review and some other incentives. At the end, we developed recommendations for hotels to achieve higher engagement rates for OCR publications from Russian hotel guests.

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Titel: Driving Factors of Online Reviews and eWOM in International Hotel Industry
verfasst von: Ekaterina Buzulukova
Margarita Sarkisian
Verlag: Springer International Publishing
Buch: Digital Transformation and Global Society
Print ISBN: 978-3-030-65217-3

Electronic ISBN: 978-3-030-65218-0

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-3-030-65218-0_30

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