Average scores integration in official star rating scheme
Journal of Hospitality and Tourism Technology
Article publication date: 18 June 2019
Issue publication date: 13 September 2019
Evidence suggests that electronic word-of-mouth (eWOM) plays a highly influential role in decision-making when booking hotel rooms. The number of online sources where consumers can obtain information on hotel ratings provided has grown exponentially. Hence, a number of companies have developed average scores to summarize this information and to make it more easily available to consumers. Furthermore, official star rating schemes are starting to provide these commercially developed average scores to complement the information their schemes offer. The purpose of this paper is to examine the robustness of these systems.
Average scores from different systems, and the scores provided by one rating site were collected for 200 hotels and compared.
Findings suggested important differences in the ratings and assigned descriptive word across websites.
The results imply that the application of average scores by official organizations is not legitimate and identifies a research gap in the area of consumer and star rating standardization.
The paper is of value to the industry and academia related to the examination of rating scales adopted by major online review tourism providers. Evidence of malpractice has been identified and the adoption of this type of scales by official star rating schemes is questioned.
事实证明线上口碑效应（eWOM）在酒店房间预定决策中占有重要位置。消费者能够获取的酒店评定的在线资源已经显著增长。因此, 一些公司已经研发出一套均值评定技术来整合这些信息, 为消费者提供更容易掌握的信息资源。此外, 官方星级评级策略已经开始通过这些商家开发的均值整合技术来完善其星级评定结果。这也就导向了对这些评定系统的科学性提出疑问, 本论文旨在解决这方面的研究。
Mellinas, J.P. and Reino, S. (2019), "Average scores integration in official star rating scheme", Journal of Hospitality and Tourism Technology, Vol. 10 No. 3, pp. 339-350. https://doi.org/10.1108/JHTT-07-2017-0050
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