This document summarizes research presented on whether potential travelers look at rating symbols or text first when reviewing online hotel reviews. The research aims to investigate if travelers first read review text or look at ratings, and if the ratio of positive to negative reviews impacts perceptions. An eye-tracking study was conducted using a prototype to test what users first viewed on mock hotel review pages. The findings showed users first looked at rating symbols rather than text, regardless of positive or negative reviews. The researchers conclude symbols play a strong role in decision making and influence from reviews is split, with implications for how review platforms present information. Limitations and ideas for future research are also discussed.

1. ENTER 2016 Research Track Slide Number 1
Online Hotel Reviews:
Rating Symbols or Text… Text or Rating Symbols?
That is the question!
Johanna Aicher, Miriam Hauschild, Martina Zöhrer &
Roman Egger
Salzburg University of Applied Sciences, Austria
roman.egger@fh-salzburg.ac.at
http://www.fh-salzburg.ac.at

2. ENTER 2016 Research Track Slide Number 2
We would like to ask you...
Who of you is consulting online hotel
reviews when looking for
accommodation?

3. ENTER 2016 Research Track Slide Number 3
Research Objectives
The main research aims:
•Investigate whether potential travellers first read the text
of a hotel review or look at the rating symbol(s)
•Explore whether the ratio of positive and negative reviews
impacts the way a potential traveller regards the product

4. ENTER 2016 Research Track Slide Number 4
Research Questions
• Main Research Question: Do hotel reviews impact the decision-making
process when choosing hotel accommodation and which role do symbols
play on hotel review and electronic booking intermediary websites?
• RQ2: Do potential travellers first look at the actual hotel review, which
means the written text, or at the rating symbol?
• RQ3: Is there a relation between the ratio of positive and negative reviews
and the potential travellers’ perception of the product?

5. ENTER 2016 Research Track Slide Number 5
Definition of a symbol
“A mark or character used as a conventional
representation of an object, function or
process.”
(oxforddictionaries.com)

6. ENTER 2016 Research Track Slide Number 6
What did we do in order to answer our
research questions?

7. ENTER 2016 Research Track Slide Number 7
Methodology
• Pre-test
Latini
Hotel
Holiday Inn
Salzburg City

8. ENTER 2016 Research Track Slide Number 8
Basis for prototype

9. ENTER 2016 Research Track Slide Number 9
Prototype for eye-tracking

10. ENTER 2016 Research Track Slide Number 10
Task

11. ENTER 2016 Research Track Slide Number 11
Questionnaire

12. ENTER 2016 Research Track Slide Number 12
Findings
• RQ1: The decision to book a hotel is mainly based on symbols and ratings rather than
the content of reviews
• RQ2: First look was at stars & scoring (rating symbol) - Regardless of whether
respondent was in positive or negative group
• Back-up of results of eye-tracking through questionnaire
• Questionnaire: Do online hotel reviews influence your decision?
• 50% yes
• 50% no

13. ENTER 2016 Research Track Slide Number 13
Discussion & Implications
•Booking platforms should put more emphasis on the symbols regarding color & font size
•Negative reviews may make your product authentic; cannot be generalized
•Hotel reviews are never written without bias
•Limitations of words
•Text of a hotel review only accessible at second look

14. ENTER 2016 Research Track Slide Number 14
Limitations & Future Research
• Limitations
– Nature of the prototype itself (manipulation, pre-selection)
– No real-life scenario
• Future research
– Consider the time component more thoroughly
– Quantitative instead of qualitative approach
– Does the rating symbol/headline fit the text?

15. ENTER 2016 Research Track Slide Number 15
Thank you for your attention!