A Rating of the Online Reputation Balance in Lodgings
Abstract
:1. Introduction
- Define an indicator (RORB) to establish the dispersion level of the lodgings’ online reputation on the three websites studied. Hence, lodgings with convergent scores on a similar average will be considered to have a balanced online reputation, whereas lodgings with significant dispersion will have an unbalanced online reputation. This indicator is a method to measure coherence gap 2 formulated by Rodríguez-Díaz et al. (Rodríguez-Díaz et al. 2018a) when online reputation is assessed in quantitative terms.
- Determine the level of RORB of the customer evaluations on Booking.com, TripAdvisor, and HolidayCheck according to the average, standard deviation, and category of the lodgings in the tourism destination analyzed. Likewise, the study will test whether there are significant differences between destinations in their RORBs, in order to determine whether a destination's accommodation offer communicates a consistent image and online reputation.
2. Literature Review
3. Research Methodology
3.1. Variables, Constructs, and Homogenization
HolidayCheck: (score of variable × 10)/6
Booking.com Q = (S + Co + F + L + Cl)/5
TripAdvisor AS = (L + Sq + Co + F + Cl + Vp)/6
TripAdvisor Q = (L + Sq + Co + F + Cl)/5
HolidayCheck AS = (R + Se + L + G + Sl)/5
HolidayCheck Q = (R + Se + L + Sl)/4
3.2. Rating of Online Reputation Balance (RORB)
μQj = (Q-BOj + Q-TAj + Q-HCj)/3
μVpj = (Vp-BOj + Vp-TAj + Vp-HCj)/3
RORB-Qj = (σQj/μQj) * 100
RORB-Vpj = (σVAj/μVpj) * 100
3% < ROR ≤ 5% → the level of online reputation balance is acceptable.
5% < RORB ≤ 10% → the online reputation is unbalanced.
10% < RORB → the online reputation is critically unbalanced.
4. Results
4.1. Analysis of Results
4.2. Discussion of Results
5. Conclusions
Author Contributions
Funding
Conflicts of Interest
References
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Rating of online reputation balance in average score | ||||||
Number of Stars | AS Booking.com | AS TripAdvisor | AS HolidayCheck | Means of AS (μ) | Standard deviation of AS (σ) | RORB AS % σ/μ |
2 stars | 7.68 | 6.94 | 7.69 | 7.41 | 0.71 | 10.77% |
3 stars | 8.01 | 7.70 | 8.03 | 7.92 | 0.44 | 5.80% |
4 stars | 8.30 | 8.42 | 8.63 | 8.44 | 0.31 | 3.76% |
5 stars | 9.06 | 9.20 | 9.07 | 9.11 | 0.16 | 1.72% |
TOTALS | 8.26 | 8.07 | 8.35 | 8.22 | 0.40 | 5.51% |
Correlation | 0.329 | 0.348 | 0.386 | 0.432 | −0.272 | −0.234 |
Significant | 0.000 | 0.000 | 0.000 | 0.000 | 0.001 | 0.003 |
Rating of online reputation balance in service quality | ||||||
Number of stars | Q Booking.com | Q TripAdvisor | Q HolidayCheck | Means of Q (μ) | Standard deviation of Q (σ) | RORB Q % σ/μ |
2 stars | 7.67 | 7.46 | 7.77 | 7.62 | 0.47 | 6.40% |
3 stars | 8.04 | 7.77 | 8.11 | 7.97 | 0.42 | 5.57% |
4 stars | 8.40 | 8.36 | 8.66 | 8.47 | 0.29 | 3.60% |
5 stars | 9.23 | 9.12 | 9.07 | 9.14 | 0.13 | 1.40% |
TOTALS | 8.33 | 8.18 | 8.40 | 8.30 | 0.33 | 4.24% |
Correlation | 0.440 | 0.351 | 0.399 | 0.449 | −0.234 | −0.242 |
Significant | 0.000 | 0.000 | 0.000 | 0.000 | 0.004 | 0.003 |
Rating of online reputation balance in perceived value | ||||||
Number of stars | Vp Booking.com | Vp TripAdvisor | Pr HolidayCheck | Means of Vp (μ) | Standard deviation of Vp (σ) | RORB Vp % σ/μ |
2 stars | 7.73 | 7.54 | 6.44 | 7.24 | 1.66 | 28.86% |
3 stars | 7.89 | 7.76 | 7.72 | 7.79 | 1.07 | 16.15% |
4 stars | 7.87 | 8.25 | 8.28 | 8.13 | 0.98 | 14.47% |
5 stars | 8.22 | 8.40 | 9.32 | 8.65 | 0.61 | 7.10% |
TOTALS | 7.81 | 7.76 | 7.22 | 7.60 | 1.34 | 22.06% |
Correlation | 0.088 | 0.161 | 0.237 | 0.267 | −0.230 | −0.228 |
Significant | 0.287 | 0.050 | 0.004 | 0.001 | 0.005 | 0.005 |
Rating of online reputation balance in average score | ||||||
Number of stars | AS Booking.com | AS TripAdvisor | AS HolidayCheck | Means of AS (μ) | Standard deviation of AS (σ) | RORB AS % σ/μ |
2 stars | 7.65 | 7.12 | 7.48 | 7.38 | 0.90 | 13.37% |
3 stars | 8.02 | 7.62 | 7.99 | 7.87 | 0.54 | 6.86% |
4 stars | 8.02 | 7.87 | 8.24 | 8.03 | 0.51 | 6.59% |
5 stars | 8.65 | 9.00 | 8.75 | 8.80 | 0.29 | 3.23% |
TOTALS | 8.08 | 7.90 | 8.11 | 8.02 | 0.56 | 7.51% |
Correlation | 0.317 | 0.379 | 0.354 | 0.399 | −0.406 | −0.386 |
Significant | 0.028 | 0.007 | 0.029 | 0.005 | 0.004 | 0.006 |
Rating of online reputation balance in service quality | ||||||
Number of stars | Q Booking.com | Q TripAdvisor | Q HolidayCheck | Means of Q (μ) | Standard deviation of Q (σ) | RORB Q % σ/μ |
2 stars | 7.64 | 7.40 | 7.36 | 7.49 | 0.75 | 10.55% |
3 stars | 7.98 | 7.91 | 8.11 | 8.03 | 0.41 | 4.97% |
4 stars | 8.10 | 8.23 | 8.38 | 8.23 | 0.38 | 4.76% |
5 stars | 8.86 | 8.90 | 8.80 | 8.85 | 0.12 | 1.44% |
TOTALS | 8.15 | 8.11 | 8.16 | 8.15 | 0.42 | 5.43% |
Correlation | 0.375 | 0.426 | 0.465 | 0.472 | −0.419 | −0.430 |
Significant | 0.008 | 0.002 | 0.003 | 0.001 | 0.003 | 0.002 |
Rating of online reputation balance in perceived value | ||||||
Number of stars | Vp Booking.com | Vp TripAdvisor | Pr HolidayCheck | Means of Vp (μ) | Standard deviation of Vp (σ) | RORB Vp % σ/μ |
2 stars | 7.68 | 7.18 | 7.30 | 7.37 | 1.30 | 21.70% |
3 stars | 7.88 | 8.00 | 7.77 | 7.92 | 1.14 | 15.48% |
4 stars | 7.59 | 7.73 | 8.21 | 7.84 | 0.66 | 8.94% |
5 stars | 7.78 | 8.25 | 8.00 | 8.01 | 0.66 | 8.42% |
TOTALS | 7.1 | 7.65 | 7.86 | 7.71 | 1.01 | 15.06% |
Correlation | 0.043 | 0.210 | 0.145 | 0.188 | −0.279 | −0.254 |
Significant | 0.771 | 0.147 | 0.385 | 0.195 | 0.053 | 0.078 |
Rating of online reputation balance in average score | ||||||
Number of stars | AS Booking.com | AS TripAdvisor | AS HolidayCheck | Means of AS (μ) | Standard deviation of AS (σ) | RORB AS % σ/μ |
2 stars | 7.32 | 7.20 | 8.06 | 7.39 | 0.76 | 10.81% |
3 stars | 7.41 | 7.25 | 7.58 | 7.38 | 0.47 | 6.85% |
4 stars | 7.53 | 7.50 | 8.19 | 7.71 | 0.57 | 7.66% |
5 stars | 7.56 | 8.40 | 8.21 | 7.98 | 0.59 | 7.87% |
TOTALS | 7.46 | 7.59 | 8.01 | 7.62 | 0.60 | 8.30% |
Correlation | 0.141 | 0.239 | 0.130 | 0.188 | −0.076 | −0.111 |
Significance | 0.397 | 0.149 | 0.494 | 0.258 | 0.652 | 0.506 |
Rating of online reputation balance in service quality | ||||||
Number of stars | Q Booking.com | Q TripAdvisor | Q HolidayCheck | Means of Q (μ) | Standard deviation of Q (σ) | RORB Q % σ/μ |
2 stars | 7.27 | 7.44 | 7.66 | 7.39 | 0.82 | 11.46% |
3 stars | 7.37 | 7.53 | 7.37 | 7.44 | 0.46 | 6.37% |
4 stars | 7.60 | 7.75 | 8.30 | 7.85 | 0.53 | 6.85% |
5 stars | 7.69 | 8.64 | 8.26 | 8.12 | 0.57 | 7.46% |
TOTALS | 7.48 | 7.84 | 7.89 | 7.70 | 0.60 | 8.03% |
Correlation | 0.161 | 0.300 | 0.259 | 0.271 | −0.139 | −0.186 |
Significance | 0.336 | 0.067 | 0.167 | 0.100 | 0.404 | 0.264 |
Rating of online reputation balance in perceived value | ||||||
Number of stars | Vp Booking.com | Vp TripAdvisor | Pr HolidayCheck | Means of Vp (μ) | Standard deviation of Vp (σ) | RORB Vp % σ/μ |
2 stars | 7.46 | 7.80 | 8,50 | 7,74 | 0.61 | 7.81% |
3 stars | 7.44 | 7.63 | 7.28 | 7.46 | 0.65 | 9.04% |
4 stars | 7.22 | 7.70 | 8.09 | 7.66 | 0.97 | 13.02% |
5 stars | 6.74 | 8.00 | 8.50 | 7.61 | 1.25 | 17.16% |
TOTALS | 7.23 | 7.74 | 8.03 | 7.62 | 0.89 | 12.04% |
Correlation | −0.182 | 0.046 | 0.080 | 0.000 | 0.406 | 0.377 |
Significance | 0.273 | 0.784 | 0.675 | 0.999 | 0.011 | 0.020 |
Number of Stars | RORB AS | RORB Q | RORB Vp | |||
---|---|---|---|---|---|---|
F | Significance | F | Significance | F | Significance | |
2 stars | 0.228 | 0.798 | 4.938 | 0.009 | 0.865 | 0.425 |
3 stars | 0.289 | 0.751 | 0.095 | 0.910 | 0.421 | 0.658 |
4 stars | 4.305 | 0.018 | 3.327 | 0.043 | 0.586 | 0.560 |
5 stars | 2.243 | 0.152 | 2.506 | 0.127 | 3.838 | 0.054 |
All categories | 0.117 | 0.890 | 1.397 | 0.249 | 3.314 | 0.038 |
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Rodríguez-Díaz, M.; Alonso-González, R.; Rodríguez-Voltes, C.I.; Rodríguez-Voltes, A.C. A Rating of the Online Reputation Balance in Lodgings. Adm. Sci. 2019, 9, 58. https://doi.org/10.3390/admsci9030058
Rodríguez-Díaz M, Alonso-González R, Rodríguez-Voltes CI, Rodríguez-Voltes AC. A Rating of the Online Reputation Balance in Lodgings. Administrative Sciences. 2019; 9(3):58. https://doi.org/10.3390/admsci9030058
Chicago/Turabian StyleRodríguez-Díaz, Manuel, Raquel Alonso-González, Crina Isabel Rodríguez-Voltes, and Ana Cristina Rodríguez-Voltes. 2019. "A Rating of the Online Reputation Balance in Lodgings" Administrative Sciences 9, no. 3: 58. https://doi.org/10.3390/admsci9030058
APA StyleRodríguez-Díaz, M., Alonso-González, R., Rodríguez-Voltes, C. I., & Rodríguez-Voltes, A. C. (2019). A Rating of the Online Reputation Balance in Lodgings. Administrative Sciences, 9(3), 58. https://doi.org/10.3390/admsci9030058