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Surprisingly most sites enabled us to do so, with the only requirement to provide an e-mail address, and we would then have been able to rate the hotel. User Friendliness of Rating Sites We analysed the websites of the companies and found that the leading company Tripadvisor displayed their ratings most prominently. Most companies display their ratings on the results page, enabling customers to make a decision to explore or not to explore a particular hotel in detail. The exception to this is HRS. Its ratings are displayed in a tap in the top navigation.
It is not easy to find and requires an extra click to view the ratings. Table 4 provides an overview of how the various companies display the ratings and in some cases ranking. The option to choose only highly rated companies exists in most sites. This makes it difficult for lowly rated hotels to be considered. The Leximancer software analyses text documents, automatically generates concepts from seed words, and maps these concepts in a visual display with which the user can interact to look at the information in greater depth.
The relative frequencies with which concepts occur in the processed text are indicated by the brightness of the concepts on the map, with related concepts appearing closer together. As Leximancer only examines the syntactic properties of texts, there is a certain semantic level that is not able to capture style or implied tone of voice De la Varre et al. Figures 12 to 17 display the graphic output by Leximancer using default setting.
On display are the strongest concepts within the guest reviews of one of the specified hotels. This is a kind of qualitative aspect that would stick stronger with readers than the quantitative word count of the most mentioned concepts explored by Leximancer, and is therefore also a display of the limits of the tool. A word count, drilling to a finer level, is able to produce graphic output for comprehensive research but is barely illustratable for print purposes.
Word-of-Mouth Amplified — An Exploration of Hotel Customer Feedback Websites 49 Research Outcomes Analysing the different levels of satisfaction on a basis of various criteria, this exploratory research provides an insight into the growing area of online word of mouth. The idea that customers are in charge and determine the fate of a hotel by the sum of feedback provided is a new challenge for hotels, complicated due to the variance in the rating schemes on offer. We hypothesise that convention will emerge in terms of who can rate, what items are rated and how the process will be moderated to weed out fraud.
Other industry sectors will benefit from these developments to enable them to provide robust feedback to customers. References Alexa. Black, H. Bonn, M.
Journal of Hospitality and Tourism Research 22 3, , pp. Buhalis, D. Chang, H. Craig, D. De la Varre, C. In: Cook, J. Fraser, J. Godin, S.
Kim, M. Tourism Management, , pp. Kim, W. Litvin, S. Tourism Management 29, , pp. McConnell, B. Chicago: Kaplan, Morgan, R. Journal of Marketing 58 7, , pp. Murphy, J.
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