Online travel review rating scales and effects on hotel scoring and competitiveness

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 fo...

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Detalhes bibliográficos
Autores: Martín Fuentes, Eva, Mellinas, Juan Pedro, Parra López, Eduardo
Tipo de documento: artigo
Estado:Versão publicada
Data de publicação:2020
País:España
Recursos:Universitat de Lleida (UdL)
Repositório:Repositori Obert UdL
OAI Identifier:oai:repositori.udl.cat:10459.1/68995
Acesso em linha:https://doi.org/10.1108/TR-01-2019-0024
http://hdl.handle.net/10459.1/68995
Access Level:Acceso aberto
Palavra-chave:Reviews
Hotel
Scores
Online travel agency (OTA)
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spelling Online travel review rating scales and effects on hotel scoring and competitivenessMartín Fuentes, EvaMellinas, Juan PedroParra López, EduardoReviewsHotelScoresOnline travel agency (OTA)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.Emerald Publishing2020info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionhttps://doi.org/10.1108/TR-01-2019-0024http://hdl.handle.net/10459.1/68995reponame:Repositori Obert UdL instname:Universitat de Lleida (UdL)InglésReproducció del document publicat a https://doi.org/10.1108/TR-01-2019-0024Tourism review, 2020cc-by (c) Martín Fuentes et al., 2020info:eu-repo/semantics/openAccesshttp://creativecommons.org/licenses/by/4.0/oai:repositori.udl.cat:10459.1/689952026-06-24T12:42:17Z
dc.title.none.fl_str_mv Online travel review rating scales and effects on hotel scoring and competitiveness
title Online travel review rating scales and effects on hotel scoring and competitiveness
spellingShingle Online travel review rating scales and effects on hotel scoring and competitiveness
Martín Fuentes, Eva
Reviews
Hotel
Scores
Online travel agency (OTA)
title_short Online travel review rating scales and effects on hotel scoring and competitiveness
title_full Online travel review rating scales and effects on hotel scoring and competitiveness
title_fullStr Online travel review rating scales and effects on hotel scoring and competitiveness
title_full_unstemmed Online travel review rating scales and effects on hotel scoring and competitiveness
title_sort Online travel review rating scales and effects on hotel scoring and competitiveness
dc.creator.none.fl_str_mv Martín Fuentes, Eva
Mellinas, Juan Pedro
Parra López, Eduardo
author Martín Fuentes, Eva
author_facet Martín Fuentes, Eva
Mellinas, Juan Pedro
Parra López, Eduardo
author_role author
author2 Mellinas, Juan Pedro
Parra López, Eduardo
author2_role author
author
dc.subject.none.fl_str_mv Reviews
Hotel
Scores
Online travel agency (OTA)
topic Reviews
Hotel
Scores
Online travel agency (OTA)
description 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.
publishDate 2020
dc.date.none.fl_str_mv 2020
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://doi.org/10.1108/TR-01-2019-0024
http://hdl.handle.net/10459.1/68995
url https://doi.org/10.1108/TR-01-2019-0024
http://hdl.handle.net/10459.1/68995
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Reproducció del document publicat a https://doi.org/10.1108/TR-01-2019-0024
Tourism review, 2020
dc.rights.none.fl_str_mv cc-by (c) Martín Fuentes et al., 2020
info:eu-repo/semantics/openAccess
http://creativecommons.org/licenses/by/4.0/
rights_invalid_str_mv cc-by (c) Martín Fuentes et al., 2020
http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Emerald Publishing
publisher.none.fl_str_mv Emerald Publishing
dc.source.none.fl_str_mv reponame:Repositori Obert UdL
instname:Universitat de Lleida (UdL)
instname_str Universitat de Lleida (UdL)
reponame_str Repositori Obert UdL
collection Repositori Obert UdL
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,812455

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