Web reviews influence on expectations and purchasing intentions of hotel potential customers

The objective of the paper is to study the impact that hotel guests reviews posted on consumer-generated websites have on the consumer decision-making process and service expectations. An experimental study has been conducted to test the hypotheses and the research question. 349 young adults were involved in an online survey that asked to imagine searching for a hotel and reading other customers’ reviews of a hypothetical chosen hotel. Three scenarios were created by studying a few comments posted by customers on the main websites used by tourists. Results show a positive correlation between both hotel purchasing intention and expectations of the customers and valence of the review. On the contrary, the presence of hotel managers’ responses to guests’ reviews has a negative impact on purchasing intentions. The study enriches the stream of research on word-of-mouth in the hospitality industry and analyses a new operational problem for lodging managers. Hotels should reply to online customer reviews or not?