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The added value of rating pictograms for sustainable hotels in classified ads


Vinzenz, Friederike (2019). The added value of rating pictograms for sustainable hotels in classified ads. Tourism Management, 29:56-65.

Abstract

In making online hotel booking decisions, people use consumer ratings as a cue to evaluate previous customers' experiences with the promoted hotel. Currently, hotels' sustainability efforts are an important additional criterion that factors into customers' booking behavior. However, the effectiveness of certifying such efforts with sustainability labels is questionable. An experiment was conducted with 684 participants to examine the effectiveness of two different certification systems beyond the persuasive power of customer ratings. To analyze these effects, a 3 (customer rating: poor vs. mediocre vs. good) × 3 (sustainability level: one vs. two vs. three) × 2 (certification system: label vs. rating pictogram) mixed design was used. The results showed that consumers must be able to understand the informational cues that indicate the level of sustainability if they are to use this information in addition to the valence of the overall customer rating as a decision-making criterion.

Abstract

In making online hotel booking decisions, people use consumer ratings as a cue to evaluate previous customers' experiences with the promoted hotel. Currently, hotels' sustainability efforts are an important additional criterion that factors into customers' booking behavior. However, the effectiveness of certifying such efforts with sustainability labels is questionable. An experiment was conducted with 684 participants to examine the effectiveness of two different certification systems beyond the persuasive power of customer ratings. To analyze these effects, a 3 (customer rating: poor vs. mediocre vs. good) × 3 (sustainability level: one vs. two vs. three) × 2 (certification system: label vs. rating pictogram) mixed design was used. The results showed that consumers must be able to understand the informational cues that indicate the level of sustainability if they are to use this information in addition to the valence of the overall customer rating as a decision-making criterion.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Department of Communication and Media Research
Dewey Decimal Classification:700 Arts
Uncontrolled Keywords:Online reviews, customer rating, sustainability certification, sustainability level, decision-making, information seeking, trustworthiness
Language:English
Date:1 January 2019
Deposited On:28 Jan 2019 11:32
Last Modified:25 Sep 2019 00:05
Publisher:Elsevier
ISSN:0261-5177
OA Status:Closed
Publisher DOI:https://doi.org/10.1016/j.tmp.2018.10.006

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Embargo till: 2021-01-01