The Competitive Effects of Online Reviews on Hotel Demand
研究了一家酒店及其竞争对手的在线评论如何影响该酒店的预订量，发现自身和对手的评论都有显著影响，且影响因价格、评论量、消费者类型和评论内容而异。
The authors examine the effects of a firm’s and its competitors’ online reviews on its demand within the hotel industry. The authors leverage a unique data set of actual bookings from properties of a major hotel chain in six different markets in the United States, supplemented with online reviews garnered from a popular social media platform. The findings indicate that not only a hotel’s own reviews but also its competitors’ reviews have a significant impact on the hotel’s booking performance. The impact of review sentiment is amplified if the focal hotel also charges higher prices or when the volume of reviews is high. The authors establish heterogeneous effects across consumer segments (business vs. leisure travelers) and by the type of review content (objective vs. subjective attributes to assess quality). Specifically, both a hotel’s own reviews and its competitors’ reviews have a larger impact on bookings for business travelers compared with leisure travelers, and for reviews that mainly discuss subjective attributes, for which consumers need to rely on the experiences of others to assess the quality of a hotel prior to their stay. The study provides a set of comprehensive insights on the impact of both own and competitors’ online reviews on a focal hotel’s bookings.