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Title: Do customers share the same perspective? A study on online OTAs ratings versus user ratings of Hong Kong hotels
Authors: Leung, R
Au, N 
Liu, JW 
Law, R 
Keywords: Expectation disconfirmation
Hong Kong hotels
OTA star rating
Rating discrepancy
User rating
Issue Date: 2018
Publisher: SAGE Publications
Source: Journal of vacation marketing, Apr. 2018, v. 24, no. 2, p. 103-117 How to cite?
Journal: Journal of vacation marketing 
Abstract: Hotel service levels and pricing range are often denoted by the star rating system predominant in that country. This rating system depends considerably on travel agencies to disseminate information to consumers to assist them in their hotel selection. Given the popularity of online travel agencies (OTAs) and review websites, consumers can now compare published star and user ratings of hotels online to obtain a complete idea of the hotel service standards from the perspective of other users. This study attempted to analyze the difference among the star and user ratings published in eight popular OTAs. Findings showed that Priceline and Ctrip had the lowest website star ratings, whereas and Agoda had the highest for both local chain and independent hotels. A comparison of the star and user ratings indicated that Priceline, TripAdvisor, and had no statistical difference, but the other five OTAs exhibited statistical differences. The findings also indicated that Ctrip had higher user rating scores among the OTAs, possibly indicating that Chinese users rate hotels higher than other nationalities do.
ISSN: 1356-7667
EISSN: 1479-1870
DOI: 10.1177/1356766716679483
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