Clip 2 - Key Research and Reviews - De Pelsmacker et al., 2018 - Key Findings
4 important questions on Clip 2 - Key Research and Reviews - De Pelsmacker et al., 2018 - Key Findings
What are the 3 key findings that we can take away from the article?
- Review volume drives room occupancy and review valence (positivity) impacts income per room;
- Digital marketing strategies-tactics affect volume and valence of online reviews and, indirectly, hotel performance;
- This is more outspoken in chain hotels than in independent hotels, and in higher-star hotels than in lower-tier hotels.
Review volume helps in room occupancy, what is important to keep in mind when thinking of the this?
How does digital marketing strategies effect volume and valence and eventually the hotel performance?
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Then when identifying the moderating effect where can this be found?
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
