Purpose

Nowadays, various hotels and third party websites allow guests to express their stay experience in the form of textual content and ratings termed as user-generated content (UGC). This study aims to explore the influence of UGC along with the financial aspect on the sales of the hotel. This will help them in making efficient business decisions and revenue generation by realizing the requirements of the guests. The proposed model provides an insight into the theoretical and practical significance of the concerned explanatory variables to the hoteliers.

Design/methodology/approach

This paper considers the number of rooms, six aspect ratings (room, cleanliness, location, service, value and sleep quality), review length and readability as the independent variables. Revenue per available room is taken as the dependent variable. Log-linear regression analysis is performed on a data set of 78 hotels situated in Delhi National Capital Region to validate the relationships. Moreover, the differential impact of hotel type on these exploratory variables is studied.

Findings

Research findings show that along with the financial aspect, the UGC components also play a key role in generating sales for the hotels. It was further observed that the two hotel categories, i.e. luxury and budget have different natures and also the characteristics of luxury hotels overshadow those of budget.

Originality/value

This study uses the textual content of the reviews along with the numerical ratings. This is a unique combination for studying sales of hotels according to the knowledge of authors, where earlier studies focused only on the financial aspects.

中文翻译：

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用户生成内容对酒店销售的影响：印度视角

目的

如今，各种酒店和第三方网站允许客人以称为用户生成内容 (UGC) 的文本内容和评级的形式表达他们的入住体验。本研究旨在探讨 UGC 以及财务方面对酒店销售的影响。这将帮助他们通过实现客人的要求做出有效的业务决策和创收。所提出的模型为酒店经营者提供了有关解释变量的理论和实践意义的洞察。

设计/方法/方法

本文将房间数量、六个方面评分（房间、清洁度、位置、服务、价值和睡眠质量）、评论长度和可读性作为自变量。每间可用房间的收入被视为因变量。对位于德里国家首都地区的 78 家酒店的数据集进行对数线性回归分析，以验证这些关系。此外，研究了酒店类型对这些探索性变量的不同影响。

发现

研究结果表明，除了财务方面，UGC 组件在为酒店创造销售方面也发挥着关键作用。进一步观察到，豪华型和经济型这两个酒店类别具有不同的性质，而且豪华型酒店的特点也掩盖了经济型酒店的特点。

原创性/价值

本研究使用评论的文本内容和数字评级。这是根据作者的知识研究酒店销售的独特组合，早期的研究仅关注财务方面。