Revolutionizing Homestays: The Power of Guest Online Reviews in China's Tourism Industry
Description
Research Hypothesis The study posits that guest online reviews significantly impact customer satisfaction and engagement in the homestay sector in China. Specifically, it hypothesizes: Service Quality and Customer Satisfaction: The quality of service, as perceived through online reviews, is positively associated with customer satisfaction. Guest Feedback and Service Quality: Customer feedback in online reviews has a positive effect on perceived service quality. Management Responses and Service Quality: The way homestay management responds to online reviews influences the perceived service quality. Decision-Making Process: The decision-making process of customers, influenced by online reviews, affects their satisfaction and engagement with the homestay. Data and Collection The data was collected through a survey of 463 participants involved in the homestay and tourism industry. The participants' feedback was analyzed using quantitative methods, including SPSS for correlation analysis and PLS-SEM for testing structural equation models. The data primarily comes from key rural tourism villages in China, ensuring a comprehensive and authoritative sample. Key Findings Impact on Service Quality: Guest online reviews significantly affect the perceived quality of service in homestays. Positive reviews enhance customer satisfaction, while negative reviews highlight areas for improvement. Role of Management Responses: Effective management responses to reviews—acknowledging feedback and making necessary improvements—positively influence future customer perceptions and satisfaction. Customer Decision-Making: The decision-making process is greatly influenced by previous customer reviews, affecting booking decisions and overall satisfaction. Customer Engagement and Loyalty: Higher customer satisfaction leads to increased engagement behaviors, such as leaving positive reviews, which in turn fosters brand loyalty. Interpretation and Use of Data For Homestay Operators: The study suggests that homestay operators should actively manage and respond to online reviews to improve service quality and customer satisfaction. This includes addressing negative feedback and highlighting positive experiences. For Marketers: Marketers can use the insights from online reviews to tailor their communication strategies, focusing on the strengths highlighted by satisfied customers and addressing common complaints. For Researchers: The study fills a gap in understanding the impact of e-WOM (electronic word-of-mouth) in the homestay sector, particularly in the context of developing countries like China. The findings emphasize the critical role of guest online reviews in shaping customer perceptions and behaviors in the homestay industry, underscoring the importance of managing online reputations effectively.