Geographical Determinants of Quantity and Rating of Online Hotel Reviews in Central Poland
Purpose. The aim of this enquiry is to determine the impact of various geographical factors on the rating and popularity of hotels in selected social media. Method. Research was conducted for all 193 star-ranked hotels operating in July 2017, in central Poland. However, analysis covered only those establishments which used all considered online review sources (118 star-ranked hotels). The criteria for the selection of social media were their popularity and the ability to rate the hotel by the guests. The analysed social media channels include: Booking.com, GoogleMaps, Facebook, TripAdvisor and Trivago. To achieve the research objective, 15 semi-logarithmic models were estimated to explain the variability of: 1) number of hotel reviews posted on social media sites, 2) average hotel ratings in social media, and 3) multiplied effect of quantity and average value of online hotel ratings; separately for each type of analysed social media. The following geographical explanatory variables were considered: 1) type of location (urban or rural), 2) distance from closest transport modes (road, rail and air), 3) distance to the nearest tourist attractions, 4) distance from the closest administrative centre, 5) distance from the nearest competing hotels. The hotel star-rank was a control variable included in the study. Findings. Among the analysed explanatory variables, the most important geographical factor conditioning the number of hotel service quality assessments in central Poland on social media sties was communication accessibility, and then, the closeness of competing hotels. Regardless of the type of social media, no significant influence of practically any of the analysed geographical determinants on the average value of ratings in social media was identified. Research and conclusions limitations: The models explained the observed variability of variables, finding hotel ratings in social media to be at an insignificant level, between 8% and 33%. Practical implications. Social media management is currently one of the key areas of marketing communication run by hotel enterprises. This article should make those who are responsible for managing social media in business practice more focused on geographical context. Originality. The article is the first known attempt to the authors to assess geographical factors affecting the rating and popularity of hotels in social media. Type of paper. The article presents findings from empirical research.