Sklonost hotelskih gostiju ka publikovanju onlajn hotelskih recenzija - po čemu se razlikujemo?

Abstract

This study aims to determine international differences in hotel guests' proclivity for posting online hotel reviews. By using TripAdvisor reviews of Vienna, Belgrade and Zagreb hotels, the proclivity coefficient is constructed. By employing the panel regression model, a direct correlation between the proclivity coefficient and the internet penetration is determined. The values of the Spearman correlation coefficient support the statistically significant direct correlation between the proclivity coefficients and the Hofstede's indexes for the individualism/collectivism dimension. The results show that the proclivity coefficient values are higher for the consumers from countries with higher values of internet penetration and individualism/ collectivism index values. Results of this research offer practitioners an insight into the factors moderating hotel guests' proclivity for posting online hotel reviews and thus enables them to adapt e-WOM strategies to different groups of consumers.