Image of All Hotel Scales on Travel Blogs: Its Impact on Customer Loyalty

Abstract

Hotel image has been found to be highly correlated with customer selection of hotels. The consumer's online reviews greatly impact hotel image and, in turn, customer choice of hotels. In addition, the consumers become increasingly demanding and discriminating given the superfluous development of hotels in the past decades. It becomes unprecedentedly important to monitor and assess online customer reviews so as to identify what image generates customers' positive attitudes and behaviors toward hotels. This study utilized online customer reviews to examine the image of hotels of all scales and delineate the attributes that mostly decide the customer choice of hotels and loyalty behaviors. Content analysis of textual reviews and regression analyses of customer online ratings revealed that hotel room condition, location, and staff are the most important attributes in generating the customer revisit intention and the referrals of the hotels.