The effect of perceived usefulness of online reviews on hotel booking intentions

Authors

DOI:

https://doi.org/10.7784/rbtur.v14i2.1695

Keywords:

Hospitality services, Online consumer reviews, Perceived usefulness, Purchase Intention

Abstract

The growth of the Internet has enabled consumer-to-consumer interactions through online platforms where users share content and influence the purchase decisions of other consumers. The objective of this research is to identify the effect of perceived usefulness of online reviews on hotel booking intentions. The approach is quantitative, using a questionnaire to collect data from consumers who use online reviews before booking a hotel. The data were analyzed using structural equation modeling. The results showed the direct influence of perceived information usefulness on purchase intention, and the antecedent constructs— needs of information, information credibility, and information quality—had a positive and significant impact on perceived usefulness of online reviews. Comparing these results with research by Erkan and Evans (2016) conducted with UK consumers that use social media to decide about their purchases, in this study information credibility was more relevant than information quality, suggesting a more skeptical behavior of Brazilian consumers. These findings have implications for practitioners that manage the digital marketing of organizations inserted in this environment, mainly regarding the impact of credibility and quality of online reviews on hotel booking intentions, being this a practical contribution of the research

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Author Biographies

Rinaldo de Castro Oliveira, Federal University of Espírito Santo (UFES), Vitória, ES, Brazil.

He is a Master’s Degree student in Business Administration at the Federal University of Espírito Santo (UFES), Research Line of Strategy, Innovation and Organizational Performance. He conducts research in Administration, with emphasis on Operations Management, Innovation and Technology.

Elaine Daros Baldam, Federal University of Espírito Santo (UFES), Vitória, ES, Brazil.

She is a Master’s Degree student in Business Administration at the Federal University of Espírito Santo (UFES), Research Line of Strategy, Innovation and Organizational Performance.
She graduated in Production Engineering from IFES/ES.

Fábio Reis da Costa, Federal University of Espírito Santo (UFES), Vitória, ES, Brazil.

He holds a Master’s Degree in Administration from the Federal University of Espírito Santo (UFES).
He teaches at the State Foundation for Support to Technical School of Rio de Janeiro (FAETEC); Administrator of the State University of Norte Fluminense Darcy Ribeiro (UENF).

Anderson Soncini Pelissari, Federal University of Espírito Santo (UFES), Vitória, ES, Brazil.

He holds a PhD in Production Engineering and he is a Professor in the Graduation Program in Administration – Master’s and Doctoral degrees at PPGADM/UFES. He is a researcher in the Line of Research - Strategy, Innovation and Organizational Performance – Center for the Study of Technologies and Organizational Processes - TecPrO. He conducts research in the areas of Marketing Strategies and Business.

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Published

2020-04-28

How to Cite

Oliveira, R. de C., Baldam, E. D., da Costa, F. R., & Pelissari, A. S. (2020). The effect of perceived usefulness of online reviews on hotel booking intentions. Revista Brasileira De Pesquisa Em Turismo, 14(2), 30–45. https://doi.org/10.7784/rbtur.v14i2.1695

Issue

Vol. 14 No. 2 (2020): maio/agosto

Section

Articles

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