THE IMPACT OF HOTEL ONLINE REVIEWS ON INTERNET PURCHASE INTENTION (CASE STUDY IN BEIJING IDLTON HOTEL)

Abstract

Due to the emergence of online travel and hotel booking, customer booking hotel has been steadily changing from the traditional offline mode to the online mode. Consumers are increasingly discussing and evaluating hotel projects on social media and online surfing. The use and experience of other people's hotel products, as well as their own hotel experience info1mation, has increasingly become a habit of consumers. A good reputation is one of the most imp01tant factors in dete1mining the success or failure of a hotel business. Online reviews have a more imp01tant impact on hotel sales. Based on the theoretical foundation of influencing factors of consumer purchase behavior, this paper takes hotel online reviews as the research object, adopts qualitative research methods, and through literature analysis, in-depth interview and empirical research, taking Beijing Hilton Hotel as an example, this paper studies the influence of hotel online reviews on online purchase intention. Online reviews have a beneficial effect on the hotel's online sales and can boost customer occupancy. So hotels need to pay more attention to online review, online review platf01m needs to standardize the conclusions of related systems.