THE INFLUENCE OF ONLINE REVIEWS ON HOTEL ATTRACTIVENESS PERCEPTIONS: A GENDER-BASED COMPARATIVE STUDY

Abstract

Purpose - The primary aim of this research is to explore the differential impact of online hotel reviews on the perceived attractiveness of hotel, with a focus on identifying any variances between genders. It seeks to contribute to the understanding of consumer behavior in the digital age, especially how men and women differently interpret and react to online reviews. Design - Employing a quantitative research design, this study systematically investigates the change in hotel attractiveness perceptions before and after the exposure to online reviews among a sample of male and female participants. The participants were first asked to rate the attractiveness of a one hotel based solely on set of six photographs. Subsequently, they were exposed to online reviews of the same hotel, after which they re-evaluated their perceptions of attractiveness. These repeated measures design allowed for the examination of within-subject changes in perceptions, as well as the interactions between gender and review exposure. Findings - The analysis revealed statistically significant changes in the perceived attractiveness of hotel after reading online reviews, with these changes being more pronounced among male participants compared to female participants. Specifically, both genders exhibited an increase in perceived attractiveness post-review exposure, but the magnitude of change was significantly higher for men. Additionally, the study identified a significant interaction effect between gender and the impact of online reviews, indicating that the influence of reviews on perceived attractiveness is moderated by gender. These findings underscore the potent role of online reviews in shaping consumer perceptions and highlight gender differences in processing this information. Originality - This research contributes to the existing body of literature by specifically addressing the gender differences in the impact of online reviews on perceived attractiveness of hotel. While previous studies have examined the influence of online reviews on consumer behaviors and decision-making, the explicit focus on gender as a moderating factor offers novel insights. This study not only adds to our understanding of the psychological mechanisms underlying the processing of online reviews but also provides practical implications for marketers and hotel managers in crafting gender-sensitive strategies.