Self-selection and non-response biases in customers’ hotel ratings – a comparison of online and offline ratings
Ekaterina Smironva,
Kiattipoom Kiatkawsin,
Seul Ki Lee,
Jinhoo Kim and
Chung-Hun Lee
Current Issues in Tourism, 2020, vol. 23, issue 10, 1191-1204
Abstract:
User-generated hotel ratings have been found to be an important element in customers’ decision making. Nevertheless, most hotel ratings online show average ratings that are extremely positive. Thus, the question is raised of whether online ratings reflect objective evaluation of the reviewers. This study examines the distribution of online ratings and compares it the distribution of offline ratings. Online hotel score ratings reported on Booking.com were extracted and compared with offline rating scores from a field survey. Online and offline hotel ratings of eight hotels located in Seoul were collected. The ratings were compared using Welch’s t-test. Overall, both online and offline ratings for all eight hotels show generally positive distribution curves. The distribution curves exhibit shapes analogous to those considered to contain self-selection bias. The randomized offline ratings did not produce more moderate ratings as predicted. Thus, no indication of non-response bias was found. Practically, this study supports the notion that hotels listed on online travel agencies such as Booking.com may already have passed certain quality criteria, thereby providing competitive marketplaces for customers searching for hotels online.
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)
Downloads: (external link)
http://hdl.handle.net/10.1080/13683500.2019.1599828 (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:taf:rcitxx:v:23:y:2020:i:10:p:1191-1204
Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rcit20
DOI: 10.1080/13683500.2019.1599828
Access Statistics for this article
Current Issues in Tourism is currently edited by Jennifer Tunstall
More articles in Current Issues in Tourism from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().