The influence of User Generated Content on Johannesburg Hotels, South Africa

The significance of online User Generated Content (UGC) has been increasing rapidly around the world, influencing travellers' decision-making when planning trips, as well as businesses' online reputations. Prior to the COVID-19 pandemic, in South Africa, there has been a significant growth in the accommodation sector, particularly in Johannesburg, due to the development of various tourism subsectors throughout the city. Little research has been conducted which examines the influence of UGC on hotels and almost none in South Africa. Therefore, this study provides a contribution towards local literature and further understanding of how travellers rate and view the services of hotels, using Johannesburg hotels as a case study. The study was conducted through the use of a desktop analysis of travellers' ratings and reviews of 147 three to five star hotels in Johannesburg as listed on the TripAdvisor platform. The findings highlight the profile of these hotels as well as a broad overview of visitor perceptions of hotels within Johannesburg. They then provide an analysis of reviews for each hotel which gives insight into the perceptions of visitors of a variety of hotels. This analysis offers an important perspective into the satisfaction of tourists staying at Johannesburg hotels.