The Influence of Google Score Ratings and Reviews on Vietnamese Consumers’ Online Hotel Booking Decision: A Case Study of Five-star Hotels in Vietnam

Abstract

This study investigated whether Google score ratings and Google reviews on four hotel characteristics -- Facilities, Location, Staff, and Service -- influenced Vietnamese consumers’ online booking decision for the 5–star hotels in Vietnam. Samples were recruited from Vietnamese consumers in the Northern, Central, and Southern regions who booked the 5–star hotel online after reading Google score ratings and reviews. Online survey was conducted with 300 participants using the self-administered questionnaire. Multiple Regression Analysis was conducted to determine the impact of Google score ratings and reviews on Vietnamese consumers' hotel booking decisions. The analysis results revealed that both Google score ratings and reviews on four hotel characteristics significantly influenced Vietnamese consumers’ online booking decision. Interestingly, Google reviews on hotel services had the highest impact, followed by reviews on location. staff, and facilities.