Abstract
Hotel service levels and pricing range are often denoted by the “star” rating system predominant in that country. This rating system depends considerably on travel agencies to disseminate information to consumers to assist them in their hotel selection. Given the popularity of online travel agencies (OTAs) and review websites, consumers can now compare published star and user ratings of hotels online to obtain a complete idea of the hotel service standards from the perspective of other users. This study attempted to analyze the difference among the star and user ratings published in eight popular OTAs. Findings showed that Priceline and Ctrip had the lowest website star ratings, whereas Bookings.com and Agoda had the highest for both local chain and independent hotels. A comparison of the star and user ratings indicated that Priceline, TripAdvisor, and Hotels.com had no statistical difference, but the other five OTAs exhibited statistical differences. The findings also indicated that Ctrip had higher user rating scores among the OTAs, possibly indicating that Chinese users rate hotels higher than other nationalities do.
| Original language | English |
|---|---|
| Pages (from-to) | 103-117 |
| Number of pages | 15 |
| Journal | Journal of Vacation Marketing |
| Volume | 24 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 1 Apr 2018 |
Keywords
- Expectation disconfirmation
- Hong Kong hotels
- OTA star rating
- rating discrepancy
- user rating
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management