LEVERAGING HOTEL PERFORMANCE BY CONSUMER REVIEWS

This study quantifies the business value of consumer reviews and discusses its wider implications to hotel performance, specifically to delineate the unique effects of the User-Generated Content (UGC) components on room sales. In contrast to earlier studies that take consumer reviews as an exogenous factor, this study finds empirical evidence that consumer reviews both influence and are influenced by room sales through a dynamic framework. In consideration of the endogeneity in consumer reviews, this study...
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