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Journal of Applied Sciences
  Year: 2014 | Volume: 14 | Issue: 4 | Page No.: 341-347
DOI: 10.3923/jas.2014.341.347
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Role of Online Reviews in Hotel Reservations Intention Based on Social Media

Zhuling Zhong, Yang Yang and Mu Zhang

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 (SEM). 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 websites on improving online reservation service quality to meet customer’s satisfaction.
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How to cite this article:

Zhuling Zhong, Yang Yang and Mu Zhang, 2014. Role of Online Reviews in Hotel Reservations Intention Based on Social Media. Journal of Applied Sciences, 14: 341-347.

DOI: 10.3923/jas.2014.341.347


10 February, 2015
Dian Mitra Widiansah:
Hello, i'm a student at Gadjah Mada University. I'm interested in this article to be a reference of my thesis. I want to investigate the impact of Online Reviews in Hotel Reservations Intention in Indonesia. But in the survey instrument, i need to know specific questions in your questionnare. If you dont mind, could you send it to my email? thanks for your time to read my email.




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