![]() ![]() They concluded that hotels get better scores on ( Mellinas et al., 2016). The same authors tested a sample of US hotels by comparing their scores with those on the Priceline website. OTAs and consumer opinion platforms use different systems for collecting numerical ratings, some of them use a 1-5 rating scale such as TripAdvisor, Expedia or, and others an apparent 1-10 rating scale such as, Agoda or HRS.Ī study revealed that uses a scale from 2.5-10, inducing apparent distortions in scores given to hotels ( Mellinas et al., 2015), but the effects of this unique scale have not been studied. Consequently, a better score contributes to increasing reservations ( Vermeulen and Seegers, 2009), increasing online hotel room sales ( Cezar and Ögüt, 2016) and leads to increased occupancy rates ( Viglia et al., 2016). Nowadays, hotels rely on online distribution channels, especially OTAs ( Leung, 2019), therefore, hotels that have higher scores on OTA websites are better positioned in the ranking when customers search according to best reviewed hotels. ![]() In this sense, recent research shows that more priority is given to rating symbols than to textual material ( Aicher et al., 2016) because of an excess of information. These OTRs consist not only of text space for users to describe their travel experiences but also a numeric questionnaire that allows customers to rate the services offered or the overall experience. OTRs are written by tourists who provide opinions and evaluations about their travel experiences on platforms belonging to community-based sites or transaction-based online travel agencies (OTAs) ( Xiang et al., 2017). Online travel reviews (OTRs) have grown exponentially in recent years, transforming the tourism industry ( Buhalis and Law, 2008), especially the exchange of information and the social media have changed consumer behaviour ( Femenia-Serra et al., 2019). The full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial & non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2020, Eva Martin-Fuentes, Juan Pedro Mellinas and Eduardo Parra-Lopez. ![]()
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