On-line Reviews: Formation of Expectation and Decision to Purchase of Hotel Consumers

Abstract

To understand consumer behavior, expectations and purchasing decisions contributes to the good positioning of hotels in the market and to customer loyalty. The objective of this investigation was to analyze the influence of comments in the social networks in the formation of expectation and decision of purchase of hotel consumers. The methodology of quantitative and descriptive approach used in the data collection questionnaire on-line hosted in the QuestionPro site, between October and November of 2016, and for data analysis to descriptive statistics. The non-probabilistic sample by membership was composed of 240 questionnaires answered by consumers who had used hotel services for at least one time. As a result, it is possible to affirm that the comments in social networks influence in an expressive way the decision of purchase of the consumers.