Abstract
Online hospitality reviews have an important impact on consumers’ travel and hospitality booking decisions in the Internet age. A well-designed online hospitality review system is crucial to reduce the uncertainty of consumers’ decision making, to grasp the actual needs of consumers, and to improve the quality experience of platforms. In this context, this research conducts an empirical study on the design features of online hospitality review systems based on the Kano model. First, the paper analyzes the design features of online hospitality review systems. Then, the paper proposes an improved method to classify design features on the basis of the Kano questionnaire design and survey data. Finally, the paper quantitatively measures their importance in online hospitality review systems. Results can provide scientific basis for online travel platforms or hospitality operators to optimize the design of online hospitality review systems and to obtain reference value to increase the satisfaction of consumers’ decision making.
Highlights
Online travel platforms provide consumers with increasingly efficient and convenient services given the rapid development of e-commerce and the maturity of mobile information technology (Lin et al, 2020; Ongusl and Nyamboga, 2019)
Over 90% of the respondents referred to hospitality reviews when booking a hospitality online, and over 60% read more than 10 hospitality reviews
The effectiveness of online reviews would considerably reduced if online review systems are poorly designed
Summary
Online travel platforms provide consumers with increasingly efficient and convenient services given the rapid development of e-commerce and the maturity of mobile information technology (Lin et al, 2020; Ongusl and Nyamboga, 2019). Online hospitality bookings have become the preferred way for consumers to arrange accommodation issues when traveling (Li et al, 2020). Along with the maturity of the online platform and the continued engagement of consumers, online travel platforms have accumulated a large number of reviews published by consumers regarding experience and usage feelings on purchased travel products or services.
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