在线酒店评论阅读受人口统计学变量的影响研究
发布时间：2014-09-17 08:50
【摘要】 本项研究的主旨在于分析人口统计学变量对酒店在线评论阅读的影响。具体将年龄、性别、职业、教育程度、婚姻状况和国籍六个变量确定为独立变量,在线酒店评论的阅读作为因变量。该因变量主要通过对游客评论和专家评论的阅读频率和阅读强度来说明。此项研究是通过网上调查的方法收集数据,发放的问卷数量是384份,其中填好并有效收回的为372份,并运用SPSS18软件进行描述性统计和多元回归分析。结果表明,所有六个人口统计变量有效地影响了游客评论的阅读频率,影响率为57.70%(R2=0.577),它们也决定了专家评论的阅读频率,影响率为62.9%(R2=0.692)。对于阅读强度而言,只有四个人口统计学变量——年龄,性别,教育和国籍适合此模型,并且这四个变量对游客评论阅读强度的影响率为45.6%(R2=0.456),而专家评论的阅读强度不能有效地由人口统计变量解释。本项研究将有助于酒店管理者更好的将在线酒店评论作为新的传播组合渠道加以应用。此外,由于实证研究结果证实了在线酒店评论阅读在酒店搜寻中的显著影响,因此酒店管理者可以将人口统计概况作为市场细分的一个参考。
【关键词】 在线酒店评论； 阅读频率； 阅读强度； 人口统计变量；
Chapter 1 INTRODUCTION
1.1 Introduction of the chapter
Being the first chapter of this paper, the information contained in this chapter is of paramountimportant. This chapter is divided into seven segments. The second segment include the researchbackground and the significance of the study. While the third segment contains the statement ofthe problem. The research objectives are contained in the fourth segment. The fifth segmentcontains the research question, followed by the sixth segment which contains the scope of thestudy. The organization of the study is laid down in the last segment.
1.2 Research background and significance
Over the previous three decades, information and communication technology (ICT) hasdeveloped tremendously. Many more people than ever before are everyday interacting with theICT technology through the use of the wide range of electronic devices available ranging fromcomputers, ipads, ipods to the smartphones. According to statistical figures, the population of theinternet users have reached 2.4 billion by June 2012，(Internet World Stats, 2012). The statisticalfigures by (Internet live stats, 2013) predicted that, the population of internet users would reachto 3 billion by 2014, which is approximately to 42% of world's total population.ICT has transformed consumer's buying decision behaviour and the overall knowledgegoverning the choices of what to purchase, how to purchase，quality aspects of goods andservices as well as price. Also, it has simplified and reduced the cost incurred by consumers onsearching information about products/services, ordering for the products, paying for the productsas well as sharing the important information about the products and services. (Andrews et al.,2007) outlined the importance of ICT on consumers' side. They stated that, ICT decreases costsfor searching information, provides a wide range of vendors to select products/services，delivering cost is low, reduce thefts and frauds and helps the government to collect revenues.Moreover，prior to the ICT world, consumers physically visited the stores/shops for purchasingand revisited again for complaints in case of any problems about the items.
Dramatic changes in the ICT have influenced the changes in many industries includinghospitality and tourism industry. Hospitality and tourism is one of the substantial industry amongmany global industries (Mohajerani &Miremadi, 2012). Hotel industry is considered as the keyfactor for the development of the tourism industry is also massively impacted by the ICTdevelopments. In the words of these authors, (Litvin, Goldsmith & Pan, 2008; Sigala, Lockwoodand Jones, 2001)，there is an increasing number of travellers who are using the internet for travelplanning. Furthermore, consumers' online spending related to the hospitality and tourismindustry are significant. The travel sector rates among the top three product or service categoriespurchased via the internet (Eric et al., 2006). A recent survey conducted by (The NielsenCompany, 2010), indicated that, airline ticket reservation plus tours and hotel reservationsaccounted for about 58% in terms of total online spending for planned online purchases for thenext six months. All these clearly show how intense ICT is impacting the hotel industry.
...........
Chapter 2 LITERATURE REVIEW
2.1 Introduction of the chapter
This chapter presents the literature reviews related to this study, it contains a total of fivesubsections including; the history of online hotel reviews, online reviews and its relevance,review generating sources，review intensity and study of the demographic variables which arecontained in this study.
2.2 The history of online hotel reviews
The birth of the online hotel reviews can be tracked back from the period of the rapiddevelopment of web technology. Web technology has enabled many hotels to have their ownwebsites and further permitted the massive establishment of the online travelling websites,travelling forums, bulletins in blogs and social media like twitter, facebook, youtube and somany more. The travelling websites like TripAdvisor, Orbitz，Ctrip, Hotels.com and so manymore, many of them have been launched in the period over the past 20 years. For example;TripAdvisor was founded in February 2000, Expedia was established in the year 1996 as adivision of Microsoft, Ctrip was established in 1999，Hotel.com was founded in 1991 and BestWestern Travel Professionals was established in 2002. At the first glance, these online travellingwebsites together with hotel websites had allowed the travelers to search for the basic hotelinformation such as; room prices, location, room availability and the kind services offered.Furthermore, it allowed them make the online booking/reservation accordingly. Up to this point,neither hotel's reviews nor recommendations that were available.
Online review is a new phenomenon brought up by the development in the ICT. According tothe oxford english dictionary, recommendation is defined as, “a suggestion or proposal as to thebest course of action，especially one put forward by an authoritative body.” As described by(Arora et al.，2009), comments in the review are claims that reviewers make about the productsthey purchase. Some authors referred online reviews as the electronic word of mouth (e-WOM).(Hennig - Thurau et al., 2004) Who described it, “as any positive or negative statement madeavailable to a multitude of people and institutions via the internet." Various researchers hadexamined on the relevance of online reviews as useful information source of information aboutthe products/services. The research by (Park et al.，2007) argued that, online consumer reviewsplay an important role as an informant and recommender of products. Some authors even wentfurther and described online reviews as a new element of the marketing mix, and argued that, atype of product information created by users based on personal usage experience, can serve as anew element in the marketing communication mix and work as free “sales assistant" to helpconsumers identify the products that best match their idiosyncratic usage conditions (Chen & Xie,2004).
Chapter 3 RESEARCH METHODOLOGY .......16
3.1 Introduction of the chapter ......... 16
3.2 Research design, population and sampling procedure .........16
Chapter 4 RESEARCH FINDINGS, DATA PRESENTATION AND ANALYSIS ........22
4.1 Introduction of the chapter ..........22
4.2 The demographic profile of the respondents...... 22
Chapter 5 DISCUSSION, CONCLUSION, RECOMMENDATIONS AND THE DIRECTION FORFUTURE RESEARCH .......41
5.1 Introduction of the chapter ...........41
Chapter 4 RESEARCH FINDINGS, DATA PRESENTATION ANDANALYSIS
本文编号：9032
【关键词】 在线酒店评论； 阅读频率； 阅读强度； 人口统计变量；
Chapter 1 INTRODUCTION
1.1 Introduction of the chapter
Being the first chapter of this paper, the information contained in this chapter is of paramountimportant. This chapter is divided into seven segments. The second segment include the researchbackground and the significance of the study. While the third segment contains the statement ofthe problem. The research objectives are contained in the fourth segment. The fifth segmentcontains the research question, followed by the sixth segment which contains the scope of thestudy. The organization of the study is laid down in the last segment.
1.2 Research background and significance
Over the previous three decades, information and communication technology (ICT) hasdeveloped tremendously. Many more people than ever before are everyday interacting with theICT technology through the use of the wide range of electronic devices available ranging fromcomputers, ipads, ipods to the smartphones. According to statistical figures, the population of theinternet users have reached 2.4 billion by June 2012，(Internet World Stats, 2012). The statisticalfigures by (Internet live stats, 2013) predicted that, the population of internet users would reachto 3 billion by 2014, which is approximately to 42% of world's total population.ICT has transformed consumer's buying decision behaviour and the overall knowledgegoverning the choices of what to purchase, how to purchase，quality aspects of goods andservices as well as price. Also, it has simplified and reduced the cost incurred by consumers onsearching information about products/services, ordering for the products, paying for the productsas well as sharing the important information about the products and services. (Andrews et al.,2007) outlined the importance of ICT on consumers' side. They stated that, ICT decreases costsfor searching information, provides a wide range of vendors to select products/services，delivering cost is low, reduce thefts and frauds and helps the government to collect revenues.Moreover，prior to the ICT world, consumers physically visited the stores/shops for purchasingand revisited again for complaints in case of any problems about the items.
Dramatic changes in the ICT have influenced the changes in many industries includinghospitality and tourism industry. Hospitality and tourism is one of the substantial industry amongmany global industries (Mohajerani &Miremadi, 2012). Hotel industry is considered as the keyfactor for the development of the tourism industry is also massively impacted by the ICTdevelopments. In the words of these authors, (Litvin, Goldsmith & Pan, 2008; Sigala, Lockwoodand Jones, 2001)，there is an increasing number of travellers who are using the internet for travelplanning. Furthermore, consumers' online spending related to the hospitality and tourismindustry are significant. The travel sector rates among the top three product or service categoriespurchased via the internet (Eric et al., 2006). A recent survey conducted by (The NielsenCompany, 2010), indicated that, airline ticket reservation plus tours and hotel reservationsaccounted for about 58% in terms of total online spending for planned online purchases for thenext six months. All these clearly show how intense ICT is impacting the hotel industry.
...........
Chapter 2 LITERATURE REVIEW
2.1 Introduction of the chapter
This chapter presents the literature reviews related to this study, it contains a total of fivesubsections including; the history of online hotel reviews, online reviews and its relevance,review generating sources，review intensity and study of the demographic variables which arecontained in this study.
2.2 The history of online hotel reviews
The birth of the online hotel reviews can be tracked back from the period of the rapiddevelopment of web technology. Web technology has enabled many hotels to have their ownwebsites and further permitted the massive establishment of the online travelling websites,travelling forums, bulletins in blogs and social media like twitter, facebook, youtube and somany more. The travelling websites like TripAdvisor, Orbitz，Ctrip, Hotels.com and so manymore, many of them have been launched in the period over the past 20 years. For example;TripAdvisor was founded in February 2000, Expedia was established in the year 1996 as adivision of Microsoft, Ctrip was established in 1999，Hotel.com was founded in 1991 and BestWestern Travel Professionals was established in 2002. At the first glance, these online travellingwebsites together with hotel websites had allowed the travelers to search for the basic hotelinformation such as; room prices, location, room availability and the kind services offered.Furthermore, it allowed them make the online booking/reservation accordingly. Up to this point,neither hotel's reviews nor recommendations that were available.
Online review is a new phenomenon brought up by the development in the ICT. According tothe oxford english dictionary, recommendation is defined as, “a suggestion or proposal as to thebest course of action，especially one put forward by an authoritative body.” As described by(Arora et al.，2009), comments in the review are claims that reviewers make about the productsthey purchase. Some authors referred online reviews as the electronic word of mouth (e-WOM).(Hennig - Thurau et al., 2004) Who described it, “as any positive or negative statement madeavailable to a multitude of people and institutions via the internet." Various researchers hadexamined on the relevance of online reviews as useful information source of information aboutthe products/services. The research by (Park et al.，2007) argued that, online consumer reviewsplay an important role as an informant and recommender of products. Some authors even wentfurther and described online reviews as a new element of the marketing mix, and argued that, atype of product information created by users based on personal usage experience, can serve as anew element in the marketing communication mix and work as free “sales assistant" to helpconsumers identify the products that best match their idiosyncratic usage conditions (Chen & Xie,2004).
Chapter 3 RESEARCH METHODOLOGY .......16
3.1 Introduction of the chapter ......... 16
3.2 Research design, population and sampling procedure .........16
Chapter 4 RESEARCH FINDINGS, DATA PRESENTATION AND ANALYSIS ........22
4.1 Introduction of the chapter ..........22
4.2 The demographic profile of the respondents...... 22
Chapter 5 DISCUSSION, CONCLUSION, RECOMMENDATIONS AND THE DIRECTION FORFUTURE RESEARCH .......41
5.1 Introduction of the chapter ...........41
Chapter 4 RESEARCH FINDINGS, DATA PRESENTATION ANDANALYSIS
本文编号：9032
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