Decoding Consumer Minds in the Age of Online Accommodation Reviews: A Client Profiling Approach

In the era of online accommodation reviews, understanding the consumer mind is essential for the hospitality industry. This study seeks to profile consumers based on their reservation decisions made after reviewing online feedback and to explore the complex relationship between consumer perceptions and their decision-making processes. To lay a solid foundation for this research, a thorough bibliometric analysis was conducted to map the existing literature and identify key trends in the field. Data were collected using a non-probability convenience sampling method through an online survey targeting Romanian residents. Performing a hierarchical cluster analysis, followed by a K-means cluster analysis, distinct consumer segments with varying levels of trust and responsiveness were identified. The four primary clusters are Young Risk-Averse Planners, Trust-Oriented Quality Seekers, Skeptical Detail Seekers and Independent Value Seekers. Each segment displayed unique preferences regarding the types of reviews they value and their influence on booking decisions. These findings highlight the need for hotel managers and marketers to develop tailored strategies that cater to the diverse needs of consumers, enhancing service delivery and promoting sustainable tourism practices. This research provides valuable insights into the dynamics of online reviews and stresses the importance of understanding consumer perceptions in navigating the complexities of today’s hospitality industry.