Predicting Online Reviews on Hotel Booking Intention at Adiwana Resort Jembawan in Ubud: The Moderating Role of Brand Image, Star Rating, And Price

Ginastra, I Wayan Eka and Oka, I Made Darma and Ernawati, Ni Made (2023) Predicting Online Reviews on Hotel Booking Intention at Adiwana Resort Jembawan in Ubud: The Moderating Role of Brand Image, Star Rating, And Price. Masters thesis, Politeknik Negeri Bali.

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Abstract

This thesis predicts the impact of customer online reviews on hotel booking intention at Adiwana Resort Jembawan, a local brand boutique resort in Ubud. The moderating effect of brand image, star category, and price on this relationship was tested to see what the impact they cause. The moderators were applied as they have never been considered as the factors for customers to book the hotel room online. The mixed method research has been used by collecting primary data including interviews and observations followed by collecting questionnaires from a convenience sample of 100 customers who have previous experienced with online booking and stayed at the hotel. Results of the research revealed that reviews with negative valence do not affect booking intention, while reviews with positive valence have a strong impact. Additionally, it was found that all moderators made this impact severe. Price demonstrated a significant effect due to the factor's inherent subjective nature. A moderating effect was also observed for both price importance and star category on the relationship. In conclusion, this study emphasizes the need for hotel management to address online customer reviews, and specifically positive ones and consider the influence of the moderators to get more customers.

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