Digital marketing strategies, online reviews and hotel performance

被引：163

作者：

De Pelsrnacker, Patrick ^{[1
]}

van Tilburg, Sophie ^{[2
]}

Holthof, Christian ^{[2
]}

机构：

[1] Univ Antwerp, Fac Appl Econ, Dept Mkt, Prinsstr 13, B-2000 Antwerp, Belgium

[2] Artesis Plantijn Univ Coll, Fac Management & Commun, Dept Hotel Management, Meistr 5, B-2000 Antwerp, Belgium

来源：

INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT | 2018年 / 72卷

关键词：

Digital hotel marketing strategies; Volume and valence of online reviews; Hotel performance; Room occupancy; RevPar; WORD-OF-MOUTH; USER-GENERATED CONTENT; SOCIAL MEDIA; INFORMATION-TECHNOLOGY; FINANCIAL PERFORMANCE; CUSTOMER SATISFACTION; CONSUMER REVIEWS; MODERATING ROLE; IMPACT; HOSPITALITY;

D O I：

10.1016/j.ijhm.2018.01.003

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

We investigate to what extent digital marketing strategies (such as having a digital marketing plan, responsiveness to guest reviews, and monitoring and tracking online review information) influence hotel room occupancy and RevPar directly, and indirectly through the mediating effect of the volume and valence of online reviews they lead to, and to what extent this mechanism is different for different types of hotels in terms of star rating and independent versus chain hotels. The research was carried out in 132 Belgian hotels. The results indicate that review volume drives room occupancy and review valence impacts RevPar. Digital marketing strategies and tactics affect both the volume and valence of online reviews and, indirectly, hotel performance. This is more outspoken in chain hotels than in independent hotels, and in higher-star hotels than in lower-tier hotels.

引用

页码：47 / 55

页数：9

共 52 条

[1] The Influence of Embedded Social Media Channels on Travelers' Gratifications, Satisfaction, and Purchase Intentions [J].

Aluri, Ajay ;

Slevitch, Lisa ;

Larzelere, Robert .

CORNELL HOSPITALITY QUARTERLY, 2016, 57 (03) :250-267

[2]

Amblee N., 2007, The Impact of Electronic-Word-of-Mouth on Digital Microproducts: An Empirical Investigation of Amazon Shorts, P36

[3]

Anderson C.K., 2012, CORNELL HOSPITALITY, V12, P6

[4] The becoming of user-generated reviews: Looking at the past to understand the future of managing reputation in the travel sector [J].

Baka, Vasiliki .

TOURISM MANAGEMENT, 2016, 53 :148-162

[5] In search of patterns among travellers' hotel ratings in TripAdvisor [J].

Banerjee, Snehasish ;

Chua, Alton Y. K. .

TOURISM MANAGEMENT, 2016, 53 :125-131

[6] The Differential Effects of the Quality and Quantity of Online Reviews on Hotel Room Sales [J].

Blal, Ines ;

Sturman, Michael C. .

CORNELL HOSPITALITY QUARTERLY, 2014, 55 (04) :365-375

[7] Do online hotel rating schemes influence booking behaviors? [J].

Casalo, Luis V. ;

Flavian, Carlos ;

Guinaliu, Miguel ;

Ekinci, Yuksel .

INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 2015, 49 :28-36

[8] Online consumer review: Word-of-mouth as a news element of marketing communication mix [J].

Chen, Yubo ;

Xie, Jinhong .

MANAGEMENT SCIENCE, 2008, 54 (03) :477-491

[9] The effect of word of mouth on sales: Online book reviews [J].

Chevalier, Judith A. ;

Mayzlin, Dina .

JOURNAL OF MARKETING RESEARCH, 2006, 43 (03) :345-354

[10] Employee satisfaction, customer satisfaction, and financial performance: An empirical examination [J].

Chi, Christina G. ;

Gursoy, Dogan .

INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 2009, 28 (02) :245-253

← 1 2 3 4 5 6 →