Predicting Conversion Rates in Online Hotel Bookings with Customer Reviews

E-commerce in the hospitality and tourism field has already ranked No. 2 among all online shopping categories worldwide. However, customers’ visits to a hotel booking website cannot guarantee generation of sales, while conversion rate is regarded as indicator that effectively assesses e-commerce performance. This study aimed investigate influential factors rates from both affective content communication style customer’s reviews. The was evaluated with eight emotional dimensions (i.e., joy, sadness, anger, fear, trust, disgust, anticipation, surprise) Plutchik’s emotion wheel, perspective assessed linguistic matching (LSM). In total, 111,926 customer reviews 641 hotels five cities U.S. were collected for analysis. Results indicated LSM four emotions have significant impacts on rates. research contributes knowledge body behaviors websites offers pertinent practical implications.