Utjecaj negativnih recenzija na proces donošenja odluke o rezervaciji hotelskog smještaja putem Interneta

master's thesis

• Title (english): The influence of negative reviews on decision making process when booking hotel accommodation via the Internet
• Author: Barbara Pervan
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Internet je potpuno promijenio način na koji ljudi planiraju putovanja i rezerviraju hotelski smještaj. Sada ljudi mogu pristupiti velikoj količini informacija koje su im dostupne na dohvat ruke, umjesto da se oslanjaju na tradicionalne izvore poput turističkih agencija ili osobnih preporuka. Korisnici mogu pregledavati različite opcije, uspoređivati cijene i čitati recenzije drugih koji su boravili u hotelima koje razmatraju na internetskim platformama. Ove recenzije, bilo da su pozitivne ili negativne, imaju značajan utjecaj na oblikovanje mišljenja i, posljedično, na izbore ljudi. Ista je situacija kod odluke o rezervaciji hotela. Važnost negativnih recenzija ne treba podcjenjivati jer potencijalni gosti sve više ovise o recenzijama koje su generirali korisnici kako bi im pomogli u donošenju odluka. Glavni cilj ovog rada je temeljito proučiti i razumjeti ulogu negativnih recenzija korisnika u procesu donošenja odluka o rezervaciji hotelskog smještaja putem interneta. Rezultati empirijskog dijela rada ukazuju na značajniju ulogu negativnih recenzija u odnosu na pozitivne. Ispitanici provjeravaju negativne recenzije prije nego što donesu odluku o rezervaciji i vjeruju da one značajno oblikuju njihov dojam o hotelu. Sveukupno, rezultati istraživanja ističu važnost negativnih recenzija u procesu donošenja odluka o rezervaciji hotela te njihov utjecaj na percepciju hotela i hotelsku industriju.

Abstract (english)

The Internet has completely changed the way people plan trips and book hotel accommodations. Nowadays, people have access to a wealth of information at their fingertips, instead of relying on traditional sources like travel agencies or personal recommendations. Users can browse different options, compare prices and read reviews on online platforms from others who have stayed at the hotels they are considering. These reviews, whether positive or negative, have a significant impact on the formation of opinions and, consequently, on people's choices. In this sense, negative reviews have a significant impact on online decisions of consumers when booking a hotel. The importance of these reviews should not be underestimated as potential guests increasingly depend on user-generated reviews to help them make decisions. The main goal of this thesis is to thoroughly study and understand the role of negative user reviews in the process of making decisions about booking hotel accommodation online. The results of the empirical part of the work indicate a greater importance of negative reviews compared to positive ones. Respondents check negative reviews before making a booking decision and believe that they significantly shape their impression of a hotel. Overall, the research results highlight the importance of negative reviews in the process of making decisions about hotel reservations and their impact on the perception of hotels and the hotel industry.

• Keywords: online recenzije; negativne recenzije; utjecaj negativnih recenzija
• Keywords (english): online reviews; negative reviews; impact of negative reviews
• Language: croatian
• URN:NBN: urn:nbn:hr:148:333335
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2023-09-27 11:56:10