How consumers process online hotel ratings

IF 10.4 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Annals of Tourism Research Pub Date : 2024-08-19 DOI:10.1016/j.annals.2024.103822

Bi Yang , Tian Ye , Stephanie Q. Liu , Yujie Zhao

引用次数: 0

Abstract

Online travel agencies commonly utilize 5-point and 10-point scales to display hotel ratings. When processing and comparing hotel ratings on different numerical scales (e.g., 4.1/5 vs. 8.4/10), what method(s) do consumers use? Through nine studies, this research shows that consumers tend to employ absolute differences (e.g., 5–4.1 vs. 10–8.4) or relative differences (e.g., 4.1 ÷ 5 vs. 8.4 ÷ 10) when making comparative judgments. Notably, the choice of method can lead to preference reversals. We further reveal that higher numeracy leads to greater reliance on relative differences. However, such an impact is attenuated under a utilitarian motive. Additionally, a greater promotion focus leads to greater reliance on absolute differences. The findings contribute to a more nuanced understanding of how consumers process hotel ratings.

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消费者如何处理在线酒店评级

在线旅行社通常使用 5 分制和 10 分制来显示酒店评分。在处理和比较不同数字等级的酒店评分（如 4.1/5 与 8.4/10）时，消费者会使用什么方法？本研究通过九项研究表明，消费者在进行比较判断时倾向于使用绝对差异（如 5-4.1 与 10-8.4）或相对差异（如 4.1 ÷ 5 与 8.4 ÷ 10）。值得注意的是，方法的选择会导致偏好逆转。我们进一步发现，计算能力越高，越依赖相对差异。然而，在功利动机的作用下，这种影响会减弱。此外，对晋升的更大关注会导致对绝对差异的更大依赖。这些发现有助于我们更细致地了解消费者是如何处理酒店评级的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Annals of Tourism Research Multiple-

CiteScore

19.10

自引率

9.10%

发文量

135

审稿时长

42 days

期刊介绍： The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.