Abstract

This paper investigates how ratings, titles as well as descriptions of online reviews predict online sales. Using data from Expedia.com, Agoda.com and Hotels.com; a log-linear regression model was developed for a panel of 75 Asian hotels. The model explained 69.40% variance in the dependent variable for luxury hotels, 40.30% for budget hotels, and 38.80% for mid-scale hotels. In particular, title length was negatively related to sales for luxury and mid-scale hotels. The use of positive words in titles was positively related to sales for luxury hotels but had a negative association for budget hotels. Moreover, the use of positive (negative) words in descriptions was positively (negatively) related to sales for budget hotels.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.