Assessing the value of hotel online reviews to consumers

Abstract

Previous research studied the impact of travel online reviews. However, this is quantitative and lacks of conceptual frameworks to ensure consistency. Only a few of these have considered influencing variables (i.e. characteristics of the review and the reader, and surrounding circumstances). Some of their findings are conflicting, which could relate to the lacking of a consistent approach. This study will only focus on online reviews about accommodation establishments. Its aim is to gain an understanding of the value of accommodation online reviews, through a qualitative study. A conceptual framework, based on consumer-perceived value theory, has been developed and face-to-face interviews with accommodation online review readers have been undertaken. The results suggest that the value of reviews is primary epistemic and partially functional, but limited emotional and social value has been reported. Furthermore, the elements eliciting the different value dimensions and additional variables influencing on their value (such as information search patterns) are identified.