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Open Access
Article
Publication date: 31 March 2020

Eva Martin-Fuentes, Juan Pedro Mellinas and Eduardo Parra-Lopez

The purpose of this paper is to determine whether different scales and ways to collect reviews and ratings found on online travel agencies (OTAs) can affect hotels, and whether…

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Abstract

Purpose

The purpose of this paper is to determine whether different scales and ways to collect reviews and ratings found on online travel agencies (OTAs) can affect hotels, and whether hotels obtain the same or different evaluations.

Design/methodology/approach

Hotel ratings from five OTAs in four European markets were collected and compared in pairs. An initial comparison was made with the hotel scores of each OTA to show what a typical user would see. Then, a rescaled score (0-10) was used to compare all the OTA scales appropriately and to distinguish between what customers observe and what the reality is.

Findings

The results reveal that Booking.com that uses a scale (2.5-10) and Agoda with a scale (2-10) seem to give higher rating scores than Atrapalo (1-10), Travel Republic (0-10) and hotel reservation service (1-10). However, when the scores are rescaled (0-10), the worst ratings are found on Booking.com followed by Agoda.

Practical implications

OTAs should include, next to the scores, the scale used to rate hotels so as to provide users with better and clearer information. Moreover, rating questionnaires should match the verbal denominations with their numerical values to avoid biased ratings.

Social implications

OTAs and hotel managers are losing information provided by customers because customers are not aware of the scale when rating hotels. Moreover, hotel ratings are used by potential customers to obtain a clearer image of an establishment. However, if some hotels are being overrated by some scales, customers might have higher expectations, which may not be met.

Originality/value

The unique rating scales of Booking.com and Agoda provide additional insights into their hotel evaluations, which seem to be apparently higher when in fact they are not.

在线旅行评论评分量表及其对酒店得分和竞争力的影响

摘要

目的

这项研究旨在研究在线旅行社(OTA)上评论和评级的不同量表和方式是否会影响酒店获得的评估。

设计/方法/方法

本研究收集并比较了来自四个欧洲市场中五个OTA的酒店等级数据。研究首先对每个OTA的酒店得分进行了比较, 以显示一般用户会看到的内容。然后研究使用重新缩放的得分(0-10)来恰当地比较所有OTA的酒店等级, 并区分顾客观察到的内容和现实。

结果

结果显示, Booking.com使用的量表(2.5-10)和Agoda的量表(2-10), 似乎高于Atrapalo(1-10), Travel Republic(0-10)和 hotel reservation service (1-10)的评分。但是, 当分数重新调整为(0-10)时, 最差的评分是在Booking.com上, 其次是Agoda。

实际含义

OTA应在评分旁边注明用于对酒店进行评分的量表, 以便为用户提供更好, 更清晰的信息。此外, 评级问卷应使评价描述与其数值相匹配, 以避免评级出现偏差。

社会影响

OTA和酒店经理正在丢失客户所提供的信息, 因为客户在对酒店进行评级时并不了解其使用的量表。此外, 潜在客户使用酒店评级来获得更清晰的企业形象。但是, 如果某些酒店被某些网站的评级量表高估, 那么客户可能会有偏高的期望, 而这些期望可能无法被满足。

创意/价值

Booking.com和Agoda的独特评分等级标准为酒店提供了更多见解, 而实际上酒店的情况可能并非如此。

Las escalas de calificación de las opiniones de los viajes online y sus efectos en la valoración y competitividad de los hoteles.

Propósito

El objetivo de esta investigación es determinar si las diferentes escalas y formas de recopilar opiniones y valoraciones de las Agencias de Viajes Online (OTAs), pueden afectar a si los hoteles tienen las mismas o distintas calificaciones.

Diseño/metodología/enfoque

Las calificaciones de hoteles de cinco OTAs en cuatro mercados europeos, se recopilaron y compararon por pares. Se realizó una comparación inicial con las puntuaciones de los hoteles de cada OTA, para mostrar lo que vería un usuario típico. Luego, se utilizó una puntuación de reescalado (0-10), para comparar todas las escalas de las OTAs de manera apropiada y así poder diferenciar entre lo que los clientes observan y lo que es en realidad.

Resultados

Los resultados revelan que Booking.com, que utiliza una escala (2.5-10) y Agoda con una escala (2-10), parecen puntuar con calificaciones más altas que Atrapalo (1-10), Travel Republic (0-10) y hotel reservation service (1-10). Sin embargo, cuando se vuelven a escalar las puntuaciones (0-10), las peores calificaciones se encuentran en Booking.com, seguida de Agoda.

Implicaciones prácticas

Las OTAs deben incluir, junto a las puntuaciones, la escala utilizada para calificar los hoteles a fin de proporcionar a los usuarios una información mayor y más clara. Además, los cuestionarios de calificación deben hacer coincidir las denominaciones verbales con sus valores numéricos para evitar calificaciones sesgadas.

Implicaciones sociales

Por un lado las OTAs y los gerentes de hoteles, están perdiendo información proporcionada por los clientes, porque los clientes no son conscientes del tipo de escala utilizada cuando califican los hoteles. Por otro lado, los clientes potenciales utilizan las calificaciones de los hoteles para obtener una imagen más clara de un establecimiento. Por lo que en muchos casos, los clientes pueden tener expectativas más altas, que pueden no cumplirse, si los hoteles están siendo sobrevalorados por algunas escalas.

Originalidad/valor

Las escalas de calificación únicas de Booking.com y Agoda, brindan información adicional sobre las evaluaciones de sus hoteles que parecen ser aparentemente más altas cuando en realidad no lo son.

Open Access
Article
Publication date: 25 January 2018

Eduardo Parra-Lopez, José Alberto Martínez-González and Angel Chinea-Martin

The purpose of this paper is to determine the drivers of the formation of e-loyalty in a tourist destination, providing a model composed of variables that are under the control of…

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Abstract

Purpose

The purpose of this paper is to determine the drivers of the formation of e-loyalty in a tourist destination, providing a model composed of variables that are under the control of the firm along with others that are not fully controllable by professionals.

Design/methodology/approach

The study was carried out with a sample of 497 subjects, university students and online consumers, and with the use of structural equations (partial least squares).

Findings

Results show that young people give a high valuation to all the variables used in the research. These results contribute to the literature on e-loyalty in tourism destinations and improve tourism loyalty in this population segment.

Research limitations/implications

The main limitation of this research has been related to the number of variables and measurement indicators that, according to the literature review, influence e-loyalty. Finally, a balanced and statistically significant model has been developed that has practical utility and analyzes online purchase of tourism products from a process perspective that includes variables that are internal and external to the firm.

Practical implications

The study suggests that young people have a favourable attitude and predisposition towards e-commerce, which, in turn, favours firms’ efforts to promote consumption and loyalty within the framework of the model’s variables.

Originality/value

This research paper has important value by analysing the initiating variables to determine how e-loyalty can be managed in tourist destinations, in addition to analysing an important segment for future tourism development.

Details

European Journal of Management and Business Economics, vol. 27 no. 1
Type: Research Article
ISSN: 2444-8451

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Publication date: 26 January 2022

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Artisan Entrepreneurship
Type: Book
ISBN: 978-1-80262-078-8

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Book part
Publication date: 26 January 2022

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Artisan Entrepreneurship
Type: Book
ISBN: 978-1-80262-078-8

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Article
Publication date: 16 March 2010

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Journal of Modelling in Management, vol. 5 no. 1
Type: Research Article
ISSN: 1746-5664

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Article
Publication date: 22 March 2011

316

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Journal of Modelling in Management, vol. 6 no. 1
Type: Research Article
ISSN: 1746-5664

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Industrial Management & Data Systems, vol. 122 no. 10
Type: Research Article
ISSN: 0263-5577

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