Do customers share the same perspective? A study on online OTAs ratings versus user ratings of Hong Kong hotels

Rosanna Leung, Norman Au, Jianwei Liu, Rob Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

8 Citations (Scopus)

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 languageEnglish
Pages (from-to)103-117
Number of pages15
JournalJournal of Vacation Marketing
Volume24
Issue number2
DOIs
Publication statusPublished - 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

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