• Publisher: Aalborg University
  • Authors: Line Thomassen Buus, Charlotte Thodberg Jensen, Anne Mette Karnøe Jessen, Lotte Ishøy Jørgensen, Jeanette Kølbæk Laursen, Lars Bo Larsen

Abstract:

User-generated information types (ratings and reviews) are highly used when booking hotel rooms on Online Travel Agency (OTA) websites. The impact of user-generated information on decision-making is often investigated through quantitative research, thereby not examining in depth how and why travelers use this information. This paper therefore presents a qualitative study conducted to achieve a deeper understanding. We investigated the use of reviews and average rating in a hotel-booking-context through a laboratory experiment, which involved a task of examining a hotel on a pre-designed OTA website followed by an interview. We processed the data from the interview, and the analysis resulted in a model generalizing the use of reviews and average rating in the deliberation phase of a hotel-booking. The findings are overall consistent with related research. Yet, beyond this, the qualitative approach has given some deep insights that expand the knowledge in the field.

Keywords:

  • Hotel-booking
  • Decision-making
  • Review
  • Rating
  • User-generated information
  • Ewom
  • Qualitative research

Go to publisher