Acceso usuarios
Adrian Wee Tiong Weng
, Justin Matthew Pang
Objective: The objective of this study is to examine the online complaints made by hotels guests staying in 4-star hotels in Hanoi on the popular travel website, Booking.com. The aim is to find out the reasons for the complaints and suggest possible solutions for them.
Theoretical Framework: The key concept underpinning this research paper is online reviews. Negative online reviews or sometimes referred to as negative word of mouth have been explored at length in academia and found to be quite detrimental to a hotels’ brand and performance.
Method: This research paper utilizes the content analysis research method. Negative reviews posted on 23 hotels listed on Bookings.com were collected and analyzed for themes or categories. Out of a total of 12,633 hotel reviews, 358 negative reviews including 532 complaints in eight major categories were recorded.
Results and Discussion: Research findings reveal that the negative reviews focused on rooms, bathrooms, staff, facilities, breakfast, location, reservations and promotions.
Research Implications: The findings indicate that online complaints are becoming more pertinent in today’s digital marketplaces and due attention must be paid on these negative reviews by hoteliers in Vietnam to avoid any adverse consequences.
Originality/Value: This study provides unique insights on the application of online reviews in Vietnam. No research has been made on the subject matter in Vietnam yet
