Please, talk about it! When hotel popularity boosts preferences.

Viglia, G., Ladrón-de-Guevara, A. and Furlan, R., 2014. Please, talk about it! When hotel popularity boosts preferences. International Journal of Hospitality Management, 42, 155 - 164.

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VigliaFurlanLadron.pdf - Accepted Version


DOI: 10.1016/j.ijhm.2014.07.001


Many consumers post on-line reviews, affecting the average evaluation of products and services. Yet, little is known about the importance of the number of reviews for consumer decision making. We conducted an on-line experiment (n= 168) to assess the joint impact of the average evaluation, a measure of quality, and the number of reviews, a measure of popularity, on hotel preference. The results show that consumers' preference increases with the number of reviews, independently of the average evaluation being high or low. This is not what one would expect from an informational point of view, and review websites fail to take this pattern into account. This novel result is mediated by demographics: young people, and in particular young males, are less affected by popularity, relying more on quality. We suggest the adoption of appropriate ranking mechanisms to fit consumer preferences. © 2014 Elsevier Ltd.

Item Type:Article
Uncontrolled Keywords:Reviews; Preference; Hotel; Popularity; Quality
Group:Faculty of Management
ID Code:21672
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:02 Feb 2015 16:07
Last Modified:02 Aug 2016 11:53


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