publication . Other literature type . Article . 2018

Digital marketing strategies, online reviews and hotel performance.

Patrick De Pelsmacker; Sophie van Tilburg; Christian Holthof;
  • Published: 01 Jun 2018
  • Publisher: Elsevier BV
  • Country: Belgium
Abstract
Abstract We investigate to what extent digital marketing strategies (such as having a digital marketing plan, responsiveness to guest reviews, and monitoring and tracking online review information) influence hotel room occupancy and RevPar directly, and indirectly through the mediating effect of the volume and valence of online reviews they lead to, and to what extent this mechanism is different for different types of hotels in terms of star rating and independent versus chain hotels. The research was carried out in 132 Belgian hotels. The results indicate that review volume drives room occupancy and review valence impacts RevPar. Digital marketing strategies an...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUSInformationSystems_GENERAL
free text keywords: Sociology, Economics, Tourism, Leisure and Hospitality Management, Strategy and Management, RevPAR, Star rating, Digital marketing, business.industry, business, Hospitality industry, Marketing, Hotel room, Occupancy
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