Impact of Online Reviews on Hotel Booking

This assignment investigates the significant influence of online reviews on hotel bookings. It requires a comprehensive analysis of consumer behavior, examining how factors such as review platforms (e.g., TripAdvisor), review content, and reviewer credibility impact guests' booking decisions. The research delves into industry trends, exploring the strategies hotels employ to manage online reviews and leverage their positive impact. It also considers the ethical implications and potential biases associated with online reviews.

Running head: HOSPITALITY
Hospitality
Name of the Student
Name of the University
Author’s Note

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Abstract
With the dynamic progress of business customers’ needs and demands are changing gradually.
People belonging to different geographical backgrounds and attitudes tend to show their interest
in purchasing a particular product or services after getting effective product review. Especially,
the flourish of business process in hospitality industry is highly dependent on the online review
through social media or different websites like TripAdvicers. This very specific study has
provided in-depth overview about the impact of business expansion of Phnom Penh Phokeethra
and InterContinental Phnom Penh on online reviews of Tripadvicers. After identifying the
research issue, this specific research proposal has focused to make in-depth research
methodology for collecting appropriate data and information. The study provides data collection
planning as well for accomplishing the entire research work successfully.

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Table of Contents
1. Introduction and purpose:............................................................................................................3
2. Literature review:.........................................................................................................................4
3. Research methodology:...............................................................................................................6
4. Data collection planning:...........................................................................................................10
5. Conclusion:................................................................................................................................11
Reference List:...............................................................................................................................13
Appendix:......................................................................................................................................16

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1. Introduction and purpose:
This very specific study focuses to make in-depth overview on the impact of
TripAdvisors in providing an effective review to the tourists regarding hotels. Consumers’
behavior is highly dependent on the reviews that the customers collect from various social media
and online websites. Therefore, every organization belonging to the hospitality sector is highly
has to make an effective rapport with the trip adviser. However, the purpose of this very specific
study is to evaluate the significance of an effective online review for drawing the attention of
customers of multinational countries. Sofitel Phnom Penh Phokeethra is one of the most
prestigious luxury hotels occupying a predominant place in hospitality industry (sofitel.com
2017). This very specific study has focused to make an in-depth evaluation on the impact of
public review on TripAdvisors. InterContinental Phnom Penh is primarily famous for its
traditional interior design. This particular five star hotel draws customers’ attention for its inter-
continental flavor (intercontinental.com 2017)). In this very specific study, the research would
focus to highlight the consumers’ behavior based on 25 reviews of each hotel from
TripAdvisors.
Objectives:
 To identify the role of TripAdvisors in influencing the buying behavior of tourists
 To understand the impact of online hotel review on consumers’ behavior
 Importance of online hotel review for making brand image and reputation
Research questions:
 What are the roles of TripAdvisors in influencing the buying behavior of tourists

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 What is the impact of online hotel review on consumers’ behavior
 What is the importance of online hotel review for making brand image and reputation
2. Literature review:
In order to expand the entire process of business the importance of customers’
appreciation is highly important. People belonging to different geographical boundaries and
attitudes would like to show their interest in using hospitality services only when they would
receive a good review from different online websites. This very specific study has provided
detailed analysis on how different online media platforms are highly effective in dragging the
attention of customers.
Role of TripAdvisors in influencing the customers:
Verma, Stock and McCarthy (2012) stated that TripAdvisors is considered as one of the
most reliable online resource that provides constant update about the hotels as well as different
travel destinations to the travelers. With the gradual progress of civilization, the needs and
demands of the customers are changing gradually. Before visiting to a place directly, the tourists
intend to get an in-depth overview about the pros and cons of that particular holiday destination.
Therefore, TripAdvisors is one of the most reliable resources where the travelers can get an in-
depth review about holiday destinations and its surrounding hotels and restaurants. This
particular online website has created an effective impression all over the world based on which
large number of people belonging to various multinational countries intends to use this website.
Zervas, Proserpio and Byers (2014) opined that 87% of the 2000 hotel review readers from
TripAdvisors have showed their level of satisfaction due to accurate and authenticity of news. In
addition, it has also been observed that customers after getting influenced from TripAdvisors

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intended to visit that hotel. After receiving services that particular customers have entirely
appreciated the product quality and services of process of that hotel. At the same time, the
individual has become a permanent customer of TripAdvisors. One of the most significant ethics
that TripAdvisors intends to maintain is reliability of customers. Blal and Sturman (2014) opined
that the service providers are very much flexible to publish the negative reviews that an
individual service user intends to give about a hotel. The primary role of the TripAdvisors is to
promote the destinations in an ethical manner beyond going the tricks and propaganda.
Impact of online review and its necessary advantages and disadvantages in influencing the
customers
At the initial stage of business the technological advancement was not very much
effective based on which customers can get necessary benefits and facilities. After the emergence
of technology large number of business organizations aim to promote their products as well as
services with the help of online media. There is a difference between online promotion and
online review. Zeng and Gerritsen (2014) opined that business organizations of hospitality
industry take effective promotional activities in order to launch their products and services in the
international market. Therefore, online promotion is the initiative taken on behalf of the business
experts. People belonging to different geographical backgrounds and attitudes can be aware of
the service process after watching this specific promotional campaign. As these particular
promotional activities are completely made by the business experts, they intend to use hyperbolic
epithets that may not match with the business services. However, review is not created on behalf
of organization. Riasi and Pourmiri (2015) stated that after receiving the services concerned
customer intends to give a review about the organizational products as well as services. The
review may be positive or negative. Based on the review published on online websites the

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interested travelers wish to decide their purchasing behavior. As per customers’ point of view,
online promotion is not very much effective in influencing the customers’ attention. However,
customers can make an effective review with the help of which purchasers’ buying behavior is
influenced highly.
Significance of various communication tools in collecting reviews on hotels
Kandampully, Zhang and Bilgihan (2015) opined that the primary communication tools
based on which international customers can be aware of the feasibility of hotels include social
media, public forum, online media websites and so many. People are from different geographical
backgrounds and attitudes. Therefore, electronic or print media is not sufficient in promoting the
brand beyond going geographical boundaries. The primary target of hotel business experts is to
promote their entire business process in multinational countries so that they can attract the
visitors of different geographical boundaries. Social media has already spread widespread wings
where the service providers would be able to get enough flexibility in communicating with
global consumers. On the other hand, customers who have already received the services tend to
use social media platform due to its vast and wide range of its domain. After going through the
review different purchasers would get influenced before booking rooms.
3. Research methodology:
Reza Jalilvand and Samiei (2012) stated that research methodology is the systematic
process of collecting appropriate data and information from different reliable resources. Research
methods enable researcher in gathering an in-depth overview about the research issue. The
impact of online review on consumers’ buying behavior is the concerned topic based on which

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numerous practitioners and researchers have provided their own point of view. Various
methodological tools based on which research would be conducted are as follows:
3.1 Research philosophy
Research philosophy enables to conduct the study on facts and conceptual theories.
Research philosophy is classified into three types. These include realism, interpretivism and
positivism. This very specific study has focused to select positivism research philosophy that
enables a researcher in dealing with the conducting the entire research works with the help of
keen observation and belief (Line and Runyan 2012). By making repeated observation about the
customers’ reaction, the researcher likes to collect necessary data and information. Positivists
think that observation can be repeated that phenomenon cannot be. Repeated observation helps
the researcher in evaluating research issue in detailed manner.
3.2 Research approach
Research approach primarily helps gathering appropriate data with the help of theories
and concepts. Research approach consists of two major types that imply deductive approach and
inductive approach (Wang et al. 2015). This particular study focused to follow deductive
approach as this approach enables the researcher to evaluate data on the existing theories.
Therefore, the researcher does to have to face major risk factors.
3.3 Research design
Research design organizes the entire research process in a systematic way. Research
design consists of three types including descriptive research design, explanatory research design
and exploratory research design (Grégoire, Tripp and Legoux 2013). This very specific study

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focused in following descriptive form of research design in order to analyze the research issue
based on collected data. Here, the researcher does not get any scope of evaluating information in
own point of view of the researcher.
3.4 Data collection technique
Data collection technique signifies of accumulating important data from reliable
resources. Data collection technique is of two major types that include primary source of data
collection technique and secondary data collection technique. Primary data collection enables the
researcher to communicate with the participants directly (Theodosiou and Katsikea 2012). On
the other hand, secondary data collection is highly dependent on book reviews, journals, online
websites and so on. This very specific study has selected primary data collection technique that
indicates an immediate response from the participants is collected. Total 50 employees from both
the two companies have been selected for conducting an effective quantitative data analysis. In
addition, total 5 managers from both the two hotels have been selected for collecting qualitative
data and information by conducting effective interview.
3.5 Data analysis technique
Data analysis is the most significant method of accomplishing the entire process of
research work properly. This very specific study has focused to make qualitative form of data
analysis technique. 25 reviews from TripAdvisors have been collected from each hotel in order
to collect the point of view of those customers (Sigala 2013). Based on total 50 reviews the
researcher evaluates the result of entire research issue by using excel sheet in order to know
online review is truly effective in influencing buyer’s behavior or not.
3.6 Sampling method:

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Sampling method is the process of collecting data from large number of population. In
this very specific study the researcher has selected non-probability sampling technique in order
to involve those customers who have already received the service process of Phnom Penh
Phokeethra and InterContinental Phnom Penh. Based on total 50 sample size appropriate data
and information is collected from the response of customers.
3.7 Ethical consideration
While conducting the entire process of research work researcher has to follow a proper
value, beliefs and ethics. While collecting data the researcher has to strictly follow data
protection act (Radojevic, Stanisic and Stanic 2015). The participants are never forced to provide
information. On the other hand, the relevant data and information that are used within the study
should be reliable and valid. In addition, the researcher should not influence the participants to
provide biased reply. Based on the spontaneous reply of the participants the researcher can
accomplish the entire process of work.
Time Table:
Serial No. Activities Start Date End Date Duration
1. Selection of topic 06/10/2017 08/10/2017 3
2. Formulation of aim and objectives 09/10/2017 10/10/2017 2
3. Literature review 11111/2017 20/10/2017 10
4. Research methodology 21/10/2017 24/10/2017 4
5. Data collection 1/11/2017 3/11/2017 8
6. Data analysis 02/11/2017 07/11/2017 7
7. Conclusion 08/11/2017 10/11/2017 3
8. Final submission 11/11/2017 ------- 1

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Table 1: Gnatt Chart
(As created by the Author)
Selection of topic
Formulation of aim and objectives
Literature review
Research methodology
Data collection
Data analysis
Conclusion
Final submission
0 1 2 3 4 5 6 7 8 9 10
3
2
10
4
8
7
3
1
Duration
Graph 1: Gnatt Chart
(As created by the Author)
4. Data collection planning:
Planning 1: Collecting characteristics of the hotels
The first step of data collection planning would be conducted on 1st November of 2017.
Phnom Penh Phokeethra and InterContinental Phnom Penh have been selected as one of the
most recognizable hotels of Combodia. TripAdvisors primarily follows three major formats
including written comments, numerical rating on 5 dimensions (overall rating on property, hotel

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rating, hotel service, hotel rooms and value) and selection button (price, hotel & amenities, time
to travel and trip type). Based on three consecutive formats the researcher can collect necessary
responses from the service users in order to know the primary characteristics of Phnom Penh
Phokeethra and InterContinental Phnom Penh. As a result, a comparative analysis can be
conducted.
Planning 2: Evaluating data from hotel reviews
This particular step would be conducted on 2nd November of 2017. In this very specific
stage the research and development team would be instructed for collecting total number of
reviews. 25 reviews would be gathered from each hotel. Therefore, total 50 reviews would be
collected from the website of TripAdvicers. The research and development team would focus to
collect both positive as well as negative responses.
Planning 3: Data converting
This very specific step would be conducted on 3rd November of 2017. In this very
specific stage entire collected manual data will be converted in excel sheet. First the customers’
reply on 2 hotel dimension and amenities will be arranged. After that, it will be counted as
positive, negative and neutral comments. Second, the overall rating of hotel will be represented
into the graph in order to present the entire research result at a glance.

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5. Data analysis: Quantitative data analysis
Question 1: How many times have you used the service of Sofitel Phnom Penh Phokeethra?
Options Total responses Frequency Percentage
Once 25 2 8
Very often 25 3 12
Once in a month 25 10 40
Not very frequent 25 3 12
Once in a year 25 7 28
Mean 3.4
Median 3
Mode 3
Standard deviation 1.258306

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Once Very often Once in a month Not very frequent Once in a year
8
12
40
12
28
Frequency of visiting Sofitel Phnom Penh
Phokeethra
Question 2: How would you rate at the hotel services of InterContinental Phnom Penh?
Options Total responses Frequency Percentage
Excellent 25 8 32
Very good 25 7 28
Good 25 5 20
Not very good 25 3 12
Average 25 2 8
Mean 2.36
Median 2
Mode 1
Standard deviation 1.287116

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32
28
20
12 8
Way of Service of of InterContinental Phnom
Penh
Excellent
Very good
Good
Not very good
Average
Question 3: In which specific aspects do you think Sofitel Phnom Penh Phokeethra has
better hospitality than InterContinental Phnom Penh
Respondents of Sofitel Phnom Penh Phokeethra
Options Total responses Frequency Percentage
Well trained
management
25 5 20
Modern furnished
rooms
25 6 24
Fast service process 25 7 28
Convenient location 25 4 16
Amazing food quality 25 3 12

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Mean 2.76
Median 3
Mode 3
Standard Deviation 1.3
Well trained
management Modern
furnished
rooms
Fast service
process Convenient
location Amazing food
quality
20 24 28
16 12
Different aspects of hospitality of Sofitel
Phnom Penh Phokeethra
Percentage

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In which specific aspects do you think InterContinental Phnom Penh has better hospitality
than Sofitel Phnom Penh Phokeethra
Respondents of InterContinental Phnom Penh
Options Total responses Frequency Percentage
Excellent staff services 25 2 8%
Classic interior
decoration
25 10 40%
Well maintained hotel
properties
25 4 16%
Product quality 25 3 12%
Proper employee
gesture
25 6 24%
Mean 3.04
Median 3
Mode 1
Standard deviation 1.368698

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Excellent staff
services Classic interior
decoration Well maintained
hotel properties Product quality Proper employee
gesture
8%
40%
16% 12%
24%
Different aspects of hospitality in
InterContinental Phnom Penh
Question 4: How far do you believe that classic interior design of InterContinental Phnom
Penh is able to create a different impression on the mind of customers?
Options Total responses Frequency Percentage
Strongly agree 25 12 48
Agree 25 7 28
Indifferent 25 1 4
Disagree 25 2 8
Strongly disagree 25 3 12
Mean 2.08
median 2
mode 1
Standard deviation 1.411855

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Strongly agree Agree Indifferent Disagree Strongly disagree
48
28
4
8
12
Classic Interior design
Question 5: How far do you believe that modern interior decoration of Sofitel Phnom Penh
Phokeethra can draw the attention of international customers?
Options Total responses Frequency Percentage
Strongly agree 25 13 52
Agree 25 10 40
Indifferent 25 0 0
Disagree 25 1 4
Strongly disagree 25 1 4
Mean 1.68

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Median 1
Mode 1
Standard Deviation 0.988264
Strongly agree Agree Indifferent Disagree Strongly disagree
52
40
0 4 4
Modern interior decoration of Sofitel Phnom
Penh Phokeethra
Findings and analysis:
After evaluating five questionnaires, it can be analyzed that 40% of the respondents use
to visit Sofitel Phnom Penh Phokeethra once in a month. This particular frequency of visiting
Sofitel Phnom Penh Phokeethra signifies that the service providers are successful enough in
using the service process. On the other hand it has also been observed that around 32% of the
respondent have showed their satisfaction after using the service of InterContinental Phnom
Penh. After conducting the entire data analysis, based on the online review published in
TripAdvisors it can be concluded that Sofitel Phnom Penh Phokeethra has drawn customers’

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attention due to modern furnished rooms. On the other hand, InterContinental Phnom Penh has
attracted those customers who prefer classic interior decoration. 40% of the service users of
InterContinental Phnom Penh prefer to visit this hotel due to classic design of rooms. After
analyzing the entire questions collected from the respondents it can be evaluated that the review
published in the TripAdvisors left a major positive impact on influencing the purchasing
behavior of the customers.
Qualitative data analysis
Question 1: Do you think the modern interior design of Sofitel Phnom Penh Phokeethra is
successful enough in drawing the attention of international consumers?
In the response to this specific question, the point of views of 3 managers from Sofitel
Phnom Penh Phokeethra have been collected. As per the response collected from different
managers it can be stated that modern interior decoration on the hotel rooms is one of the most
significant attractions due to which international customers get attracted towards using the
services. Customers are from different geographical backgrounds and attitudes. Therefore, the
rooms have to be decorated in such a way that people of various geographical backgrounds and
attitudes can show their interest in purchasing the products as well as services. As per the
opinion of 3 managers of Sofitel Phnom Penh Phokeethra tends to show a proper gesture to the
service users so that customers can be attracted.
Question 2: Do you believe that InterContinental Phnom Penh has to face challenges in
drawing customers’ attention due to classic decorations
As per the opinion of two managers working in InterContinental Phnom Penh they have
to face innumerable challenges in maintaining a traditional touch within the products as well as

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services. The service providers have to make in-depth study on how to maintain the classic
designs and flavors within products as well as services. The managers have to make alternative
strategies as well in order to draw the customers’ attention. While fulfilling the needs and
demands of customers of different geographical boundaries the managers had made an in-depth
research and development process for collecting data about customers’ needs and desires.
6. Conclusion:
The study has provided deep insight about the importance of TripAdvisors on the
consumers’ buying behavior. Consumers’ are from different geographical backgrounds and
psychological attitudes. Therefore, before going to the destination the customers wish to get an
in-depth overview about the brands and products. Online review is the only source where the
service users like to share their experience. Phnom Penh Phokeethra and InterContinental
Phnom Penh are the two luxury hotels. The service providers have observed that their
consumers’ behavior is highly dependent on the reviews published in TripAdvicers. In order to
collect appropriate response the researcher has gathered 25 reviews of service users from
TripAdvisors about the quality of products and services of Phnom Penh Phokeethra and
InterContinental Phnom Penh. After collecting data and information, some of the major
impacts of online reviews have also been discussed in the very specific study.

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