An Analysis of Online Reviews and Their Impact on Hospitality

This report provides an in-depth analysis of the impact of online reviews on the hospitality industry, with a specific focus on the influence of TripAdvisor. The study examines the evolving needs of business customers and how online reviews shape their purchasing decisions. It investigates the significance of online platforms in influencing consumer behavior, brand image, and reputation, especially for hotels like Sofitel Phnom Penh Phokeethra and InterContinental Phnom Penh. The research methodology includes a positivism research philosophy, a deductive approach, and a descriptive research design. Data collection involves primary data from employees and managers, as well as secondary data from TripAdvisor reviews. The report outlines data analysis techniques, sampling methods, ethical considerations, and a detailed timeline for the research process. The findings highlight the importance of online reviews in the hospitality sector and the need for businesses to manage their online presence effectively.

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.