Hotel Performance Impact of Socially Engaging with Consumers
By Chris K. Anderson, Professor at Cornell School of Hotel Administration and Saram Han, PhD Student at Cornell University
Abstract: User reviews have become a critical aspect of the travel research process, as evidenced, for instance, by TripAdvisor having over 350 million unique monthly visitors. One benefit of these posted reviews is that hotels can address issues raised by consumers in an effort to improve consumer satisfaction along with review scores. Given the importance of consumer reviews, one goal for hotels is to find ways to improve their social media performance (with a goal of boosting financial outcomes). In this report we examine the effects of reviews posted on TripAdvisor to look at non-operational and relatively inexpensive ways in which hoteliers can improve their performance, both on the review sites themselves and in terms of actual hotel revenue and sales performance.
Chris K. Anderson
Chris Anderson is a professor at the Cornell School of Hotel Administration. Prior to his appointment in 2006, he was on faculty at the Ivey School of Business in London, Ontario, Canada. His main research focus is on revenue management (RM) and service pricing. He actively works with industry, across numerous industry types, in the application and development of RM, having worked with a variety of hotels, airlines, rental car and tour companies, as well as numerous consumer packaged goods and financial services firms.More from Chris K. Anderson
Saram Han, MS., is a doctoral student at the Cornell School of Hotel Administration. He received his master’s degree in survey methodology from the University of Michigan in Ann Arbor and BBA in tourism management from Kyung Hee University in Korea. His research interests focus on measuring and improving the service operation by analyzing the unstructured data.More from Saram Han