Cornell Quarterly Study Finds Increasing Balance in Online Hotel Reviews
August 6, 2013 11:15am
The authors, who are all on the faculty at University of Las Palmas de Gran Canaria, analyzed a broad and varied sample of 16,680 hotels in 249 tourist areas. They found that early reviews of a business do tend to be disproportionately negative. As the number of reviews increases, however, the reviews become more balanced, and the negative effect is mitigated. Indeed, this study agrees with an earlier CQ article that found that positive comments overall are more common than negative reviews-although many reviews are extremely positive or negative.
Based on this study, the authors suggest that hoteliers should try to increase the number of reviews they receive to balance the positive and negative comments regarding their property, in addition to investigating and correcting the causes of negative comments.
Reviewing the glass ceiling
Also appearing in the August 2013 CQ is a new study by HVS Executive Search which questions the common view of the so-called glass ceiling. Senior author Juliette Boone said the study reveals that personal choices are the greatest hindrance to women's advancement, although workplace barriers do exist. At the same time, both men and women placed family first in their personal priorities, with career coming in third.
Other articles in the August 2013 CQ include content analysis of the top 100 hotels' websites and a model for including customers in hotels' organizational citizenship activities.
cornell school of hotel administration,
Contact: Ashlee McGandy
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