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Driving Factors of Online Reviews and eWOM in International Hotel Industry

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Digital Transformation and Global Society (DTGS 2020)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1242))

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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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Acknowledgements

This research has been conducted within the applied research project “Development of Multifactor Model to Improve Innovative Companies Competitiveness in the Digital Transformation Age” as a part of the HSE Faculty of Business and Management Research Program (protocol No.5, 19.06.2020) in 2020–2021.

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Authors and Affiliations

  1. National Research University Higher School of Economics, Moscow, Russia

    Ekaterina Buzulukova & Margarita Sarkisian

Authors
  1. Ekaterina Buzulukova
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  2. Margarita Sarkisian
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Corresponding authors

Correspondence to Ekaterina Buzulukova or Margarita Sarkisian .

Editor information

Editors and Affiliations

  1. National Research University Higher School of Economics, St. Petersburg, Russia

    Daniel A. Alexandrov

  2. ITMO University, St. Petersburg, Russia

    Alexander V. Boukhanovsky

  3. ITMO University, St. Petersburg, Russia

    Andrei V. Chugunov

  4. National Research University Higher School of Economics, St. Petersburg, Russia

    Yury Kabanov

  5. National Research University Higher School of Economics, St. Petersburg, Russia

    Olessia Koltsova

  6. National Research University Higher School of Economics, St. Petersburg, Russia

    Ilya Musabirov

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Buzulukova, E., Sarkisian, M. (2020). Driving Factors of Online Reviews and eWOM in International Hotel Industry. In: Alexandrov, D.A., Boukhanovsky, A.V., Chugunov, A.V., Kabanov, Y., Koltsova, O., Musabirov, I. (eds) Digital Transformation and Global Society. DTGS 2020. Communications in Computer and Information Science, vol 1242. Springer, Cham. https://doi.org/10.1007/978-3-030-65218-0_30

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  • DOI: https://doi.org/10.1007/978-3-030-65218-0_30

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-65217-3

  • Online ISBN: 978-3-030-65218-0

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