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Playing For First Place: An Analysis Of Online Reviews And Their Impact On Local Market Rankings, Dipendra Singh, Edwin N. Torres, April Robertson-Ring
Playing For First Place: An Analysis Of Online Reviews And Their Impact On Local Market Rankings, Dipendra Singh, Edwin N. Torres, April Robertson-Ring
Rosen Faculty Scholarship and Creative Works
Whereas past research studied the impact of online reviews on a hotel’s image, the present study analyzes the impact of various measures of customer engagement on the local market ranking of a hotel. For these purposes, the researchers collected data on a sample of hotels including the number of reviews, absolute rating (i.e. 1-5 stars), and market ranking (i.e. 1st, 2nd, 3rd place) on TripAdvisor. The authors tested the relationships between number of reviews, market ranking, overall rating and number of booking transactions. Results revealed that the absolute rating of the hotel was a significant factor in determining its market …