Les auteurs des avis en ligne, leurs profils et leurs influences sur les choix d'un hôtel

Abstract : Nowadays, hoteliers and restaurateurs are under the pressure of Internet users. Websites such as TripAdvisor or Booking.com, where customers give their opinions, cannot be overlooked. The common characteristic of these two sectors is that they essentially depend on the service, which means that one of their main characteristic is that they cannot be tested before being bought. The communication made by the hotels is no longer sufficient for customers who know that it is only advertising. To compensate for the fear of being disappointed by the hotel they will chose, guests now have the opportunity to read online the experiences of people who made this choice before them. Reading reviews on this type of websites, will allow the future customer to be reassured, but it will also influence his decision to purchase. The analysis of the researches already carried out on the subject has taught us that if a comment mentioned a hotel’s quality of service, then it will influenced more the purchasing decisions of its readers. This is why, through this research work, we tried to demonstrate the existence of a “typical profil” of reviewers who talk about the quality of service in their comments. Based on our findings, we offer hoteliers ways to better attract and satisfy these customers and benefit from them.
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Master Thesis
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Marlène Roelandt, Noémie Demouchy. Les auteurs des avis en ligne, leurs profils et leurs influences sur les choix d'un hôtel. Sciences de l'Homme et Société. 2017. ⟨dumas-02059231⟩



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