Online Hotel Reviews: Rating Symbols or Text… Text or Rating Symbols? That Is the Question! [Summary]
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This study results strongly support the standpoint that rating or symbols on the hotel booking platform are more effective than the review content itself. Also for hospitality managers, it is recommended to take a look at the reviews on the platforms to get an insight into their services by analyzing them. Moreover, if they could give a prompt response to customer reviews, they would get more chances to receive more positive reviews. Also, when they manage their marketing strategy they need to keep in mind that positive reviews affect more than a negative reviews on consumer behaviors.
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