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Driving Factors of Online Reviews and eWOM in International Hotel Industryстатья
- Авторы: Buzulukova Ekaterina, Sarkisian Margarita
- Сборник: Alexandrov D.A., Boukhanovsky A.V., Chugunov A.V., Kabanov Y., Koltsova O., Musabirov I. (eds) Digital Transformation and Global Society
- Серия: Communications in Computer and Information Science
- Том: 1242
- Год издания: 2020
- Место издания: Springer Cham
- Первая страница: 401
- Последняя страница: 416
- DOI: 10.1007/978-3-030-65218-0
- Аннотация: 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. A 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 ho-tel, positive or negative experience, company’s policy for reviews, whether it is easy to leave a review, and some other incentives. In the end, we developed recommendations for hotels to achieve higher engagement rates for OCR publications from Russian hotel guests.
- Добавил в систему: Бузулукова Екатерина Валерьевна