Viglia G, Minazzi R, Buhalis D, (2016), The influence of e-word-of-mouth on hotel occupancy rate, International Journal of Contemporary Hospitality Management, Vol. 28, pp. 2035-2051

Mots-clefs : avis en ligne, taux d’occupation, prise de décision, score de l’avis, note, bouche à oreille électronique, eWOM, organiques, intrinsèques, amplifiées, extrinsèques.

Résumé : Cette étude a pour but de d’étudier et de définir les effets des avis en ligne sur le taux d’occupation des hôtels car les évaluations en ligne des consommateurs sont devenues de plus en plus importantes pour la prise de décision des consommateurs. Cette étude se base sur le score de l’avis, la variance de l’avis et le volume de l’avis pour mesures ces effets.

Le contenu en ligne provenant des utilisateurs a remplacé les examinateurs professionnels car ceux-ci offrent des informations semblant plus concrètes, variées et moins portée par une volonté commerciale.
Dans le cadre de l’hotellerie, les avis en ligne sont considérés comme essentiels notamment en raison de l’investissement financier du consommateur, plus élevé qu’un achat moyen.

Des études récentes ont identifié deux types différents de bouche à oreille électronique (eWOM) : “organiques/intrinsèques” et “amplifiées/extrinsèques”. “Dans le premier cas, la WOM se produit spontanément par le client, tandis que dans le second cas, l’entreprise incite les clients à accélérer la propagation de la WOM (Godes et Mayzlin, 2004 ; Libai et al., 2010).”

Conclusion : Selon cette étude la note en ligne est celle qui a le plus d’influence. L’étude prouve qu’une augmentation d’un point du score de révision est associée à une augmentation du taux d’occupation de 7,5 points de pourcentage. L’article prouve également que le nombre d’examen a un effet positif sur le remplissage des hôtels, indépendamment de la note. Cependant plus il y a d’avis et commentaires plus l’effet bénéfique en termes de taux d’occupation est faible.

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