Perceptions of graduate students on the use of online hotel guest reviews
Abstract
In the hotel industry, the Internet has gained widespread acceptance and is widely used with an increasing number of guests booking rooms online. Customers can easily access many online guest reviews about the hotels where they may want to book. Yet little is known about the impact of those online reviews on consumer hotel booking decision-making. The present research will analyze the impact of online guest reviews from the perspective of one group of potential customers by understanding if and how the potential guests (especially graduate students) are affected by online guest reviews. Additionally, this research will ascertain the most important factors that respondents think will affect their booking decision-making. By knowing these perspectives, hotels can make adjustments in their marketing strategies as well as improve the quality of their hotels.
Degree
M.S.
Advisors
Adler, Purdue University.
Subject Area
Business administration|Management|Economics
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