Abstract
The influence of consumer reviews on hotel reservation has been addressed in both practical and theoretical fields. Most previous studies focus on the volume and score of reviews, little about the score of hotel attributes. This paper focuses on that how the variance of the hotel dominance attribute ratings affects the consumer recommendation rate to economy hotels and luxury hotels respectively. Research model has been developed based on Elaboration Likelihood Model and tested with the data from Ctrip.com in China. The results show that the variance of economy hotels has positive effect on the consumer recommendation rate, while that of luxury hotels has negative effect. Furthermore, results also indicate that the volume and score of reviews have different moderating effect.
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Acknowledgments
This research was supported by the National Social Science Foundation of China (No. 14AGL023) and the Plan of Ten Thousand Tourism Excellence launched by National Tourism Administration (No. WMYC20171080). We would like to thank all the reviewers for their kind suggestions to this work.
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Shao, B., Liu, S., Gao, Y., Lyu, X., Cheng, Z. (2018). How the Variance of Hotel Dominance Attribute Affects the Consumer Recommendation Rate: An Empirical Study with the Data from Ctrip.com. In: Sun, X., Pan, Z., Bertino, E. (eds) Cloud Computing and Security. ICCCS 2018. Lecture Notes in Computer Science(), vol 11068. Springer, Cham. https://doi.org/10.1007/978-3-030-00021-9_49
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DOI: https://doi.org/10.1007/978-3-030-00021-9_49
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