Despite hospitality and tourism researchers’ recent attempts on examining different aspects of online word-of-mouth [WOM], its impact on hotel sales remains largely unknown in the existing literature. To fill this void, we conduct a study to empirically investigate the impact of online consumer-generated reviews on hotel room sales. Utilizing data collected from the largest travel website in China, we develop a fixed effect log-linear regression model to assess the influence of online reviews on the number of hotel room bookings. Our results indicate a significant relationship between online consumer reviews and business performance of hotels.

The impact of online user reviews on hotel room sales [Summary]

Although blockchain has attracted a great deal of attention from academia and industry there is a lack of studies on acceptance drivers. This study explores blockchain acceptance by mining the coll...

/pdf/perceived-usefulness-ease-of-use-and-user-acceptance-of-wi3ok6zcta.pdf

Perceived usefulness, ease of use and user acceptance of blockchain technology for digital transactions–insights from user-generated content on Twitter

The aim of this study is to evaluate the impact of quick response (QR) codes on customer satisfaction and purchase intention in the online shopping context on the basis of perceived flow. This stud...

https://journals.sagepub.com/doi/pdf/10.1177/1847979018812323

Examining the impact of QR codes on purchase intention and customer satisfaction on the basis of perceived flow

Objectives and Contextualisation Context This is an elective course of 6 ECTS for students of Business Administration and Management, Economics and Marketing Studies taught at UAB and is offered during the second semester of the fourth year. Its purpose is to advance the study of applied marketing models: strategic marketing analysis and marketing decisin using models and computer support. Specifically it aims to develop the skills to know how to use models in a wide range of marketing decisions: market segmentation, product choice, prositioning, pricing strategies, product policy, and analysis of the interactions between the elements of the marketing-mix. The course presents business management models, analyzes, implements, and evaluates a number of models developed in the area of marketing knowledge for making strategic business decisions, in addition to presenting a set of decision tools and the necessary knowledge to design an effective marketing program. Objectives At the end of the course the student should be able to: I Evaluate the role of marketing, particularly marketing strategy on the competitiveness of the company. II. Understand the various sources of information available for making marketing decisions and their possible usefulness. III. Use sophisticated tools (software models) for the resolution of marketing problems. IV. Konw the needed information for using marketing models and data process tools for business decision making. Marketing Models 2015 2016

Marketing Models : Demonstrating Effectiveness to Clients

High financial risks in production and marketing, the hedonic nature of products, and the global cultural relevance of movies have encouraged a substantial number of researchers to analyze the success drivers of movies. This research provides empirical generalizations in managing the supply and demand of motion pictures. Prior empirical research either ignored the endogeneity of box office and screen allocation or was based on selective samples, ignoring the large amount of smaller movies released to the market. Using two large and unique samples of all movies released in two major movie markets, the US (2000-2010; n=2,098) and Germany (2002-2010; n=1,360), we extend prior research and present empirical generalizations and new fields of research.

Empirical Generalizations of Demand and Supply Dynamics for Movies

This paper explores the effects of online reviews in the empirical context of movie industry. Quality uncertainty and hedonic consumption render movies a particularly interesting category to study quality signals and social influence. Online consumer chatters about a movie are readily available in popular movie-related websites. These data, coupled with movie-specific sales and advertising information accessible online or from commercial sources, provide unique opportunity to explore the implication of word-of-mouth (WOM) for consumer behaviour and business strategy. We thus examine how online reviews impact on business strategies, in this case, exhibitor behaviour, through an empirical analysis of movie industry. First, online reviews are grouped into user reviews and critic reviews. We then use them respectively in two simultaneous equation systems, which regard online reviews, box office revenue and the number of screens as endogenous variables. Next, a three-stage least-square procedure is emp...

Kaiqiang Guo

Papers

The impact of online reviews on exhibitor behaviour: evidence from movie industry