Author: Chen, Yanbin
Title: Banner advertisement and negative online reviews : an analysis of their interaction in customers' perception of hotel image
Degree: M.Sc.
Year: 2011
Subject: Internet advertising.
Internet marketing.
Hotels -- Marketing.
User-generated content -- Marketing.
Consumers -- Attitudes.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: viii, 69 leaves : ill. ; 30 cm.
Language: English
Abstract: Travelers are getting reliance on the Internet to find more information sources to make better and wiser choices. Online review becomes a modern and reliable information source for travelers. As consumers judge travel products by negative online reviews, it is important to find an effective way to defuse the negative impact of negative online review. This study focused on whether a banner advertisement affects consumers' perceived hotel image under a negative online review circumstance. In addition, this study examined the effect under positive and mixed online review circumstances. This study examined and compared customers' perceived hotel image in a total of six different websites: three websites with positive, negative, and mixed online reviews, and other three websites containing both three different valence of online reviews and a banner advertisement. A total of 216 participants was randomly assigned to one of the six scenarios and asked to complete a questionnaire, in order to measure their perceived hotel image under each online review circumstances. The results show that online reviews have a main effect on perceived hotel image, but a banner advertisement has a non-significant effect on perceived hotel image. Interestingly, the interaction of both online reviews and a banner advertisement shows a significant effect on perceived hotel image. Especially, under the mixed online reviews situation, a banner advertisement raises the perceived hotel image obviously. However, a banner advertisement has no impact on perceived hotel image under positive and negative online reviews. This study helps hoteliers understand the banner advertisements' impact on perceived hotel image under different online review circumstances.
Rights: All rights reserved
Access: restricted access

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