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Examining The Relationship Between Hoteliers’ Review Site Use Intensity And Hotel Characteristics - Moroccan Hotels

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Abstract

Due to rapid development and consumer adoption of technology, the hospitality industry has dramatically increased online-based user-generated reviews for a variety of services, such as those found in eWOM communities (e.g., TripAdvisor). Few studies have tested—among eWOM communities—the correlation between hoteliers’ review site use intensity and hotel characteristics. The purpose of this paper is to examine the predictors of TripAdvisor use intensity, as perceived by Moroccan hoteliers. After the literature review on user-generated content, a quantitative study based on a structured questionnaire survey was developed, and correlation analyses were conducted to empirically validate the relationship between hotel characteristics and the use of TripAdvisor among a population of 48 hotel managers. The results showed that all variables studied commitment, competence, hotel size (number of beds), hotel category, and type of ownership were positively related to the intensity of use of review sites. This study deepens hotel practitioners’ understanding of the importance of user-generated content and offers suggestions on how to improve eWOM advocacy. Moreover, this paper contributes to the recent and still scanty research line on eWOM from the hoteliers’ perspective. The novelty lies in the positive relationships between hotel features (commitment, competence, hotel size, hotel category, and type of ownership) and user-generated review sites (TripAdvisor). It extends current literature and provides practitioners with some guidance on user-generated content and hotel characteristics.

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  • Ait-Bakrim, Abderrahman & Attouch, Hicham & Guerreiro, Manuela & Perez-Aranda, Javier, 2019. "Examining The Relationship Between Hoteliers’ Review Site Use Intensity And Hotel Characteristics - Moroccan Hotels," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 7(3), pages 226-239.
    • Handle: RePEc:ris:jspord:0996
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    1. Sparks, Beverley A. & So, Kevin Kam Fung & Bradley, Graham L., 2016. "Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern," Tourism Management, Elsevier, vol. 53(C), pages 74-85.
    2. Sparks, Beverley A. & Browning, Victoria, 2011. "The impact of online reviews on hotel booking intentions and perception of trust," Tourism Management, Elsevier, vol. 32(6), pages 1310-1323.
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    More about this item

    Keywords

    eWOM; User-generated Content; TripAdvisor; Hotel Management; Online Reputation Management;
    All these keywords.

    JEL classification:

    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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