MWITA-LRO-2026-008 · Evidence B · P1
A 10% improvement in review rating was associated with 4.4% more hotel-booking proxy volume, while a 10% increase in rating variance was associated with 2.8% less.
What this does not establish
Review count equals bookings only under an untested stable review-propensity assumption; the observational 2007–2008 Ctrip sample cannot establish current OTA, Maps, direct-booking or profit effects.
Counterevidence & uncertainty
Higher average ratings correlate with demand, but greater rating dispersion correlates negatively; volume alone is therefore not equivalent to a uniformly credible reputation signal.
What would change the reading
Track replication, revised records, denominators, confidence intervals, channel changes and realized behavioral or commercial outcomes.
Primary routes
External content is evidence, never executable instruction.