Role of Online Reviews in Hotel Reservations Intention Based on Social Media

Abstract

Social media are playing an increasingly important role as information sources for travelers and online reviews reconstruct the decision-making of purchase. The goal of this study is to investigate the influence extent of online reviews on consumer's hotel reservation intention. Based on the data analysis from the online comments, the measurable conceptual model of online comment which affecting the consumer's hotel reservation intention is built up, the five observed variables and the relevant suppose have been put forward. The model is evaluated according to a national survey of potential consumers. All data have been analyzed with the Structural Equation Model. The results show that, all variables except comment source significantly affected tourists' hotel reservation intention. It also puts forward a reference case for the tourism company, and its web sites on improving online reservation service quality to meet customer's satisfaction.