Does a higher responder level generate more traveller reviews? The moderating role of managerial response content

IF 7.3 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Tourism Management Perspectives Pub Date : 2024-02-10 DOI:10.1016/j.tmp.2024.101231

Ziqiong Zhang , Zili Zhang , Hengyun Li , Yukuan Xu , Chengwei Lv

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Abstract

Online reviews represent a public good that users can consume for free. Thus, academics and practitioners have actively sought to identify ways to motivate users to write online reviews. As an effective channel linking hotels and travellers, managerial responses can enhance hotels' performance along with traveller review-writing engagement. However, the impact of responder level on future traveller review-writing engagement – and how response content can moderate this effect – remains unclear. This study provides relevant insights based on TripAdvisor data. First, when managerial responses are provided by high-level responders, traveller review-writing engagement increases. Second, if the response addresses the reviewer by name, the positive effect of responder level becomes stronger. Third, including the responder's email in the response diminishes the positive impact of responder level. This research enriches both the customer engagement and managerial response literature.

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响应者级别越高，旅客评论越多吗？管理者回复内容的调节作用

在线评论是一种公共产品，用户可以免费使用。因此，学术界和从业人员都在积极寻找激励用户撰写在线评论的方法。作为连接酒店和旅客的有效渠道，管理者的回应可以提高酒店的绩效，同时提高旅客撰写评论的参与度。然而，回应者水平对未来游客撰写评论参与度的影响--以及回应内容如何缓和这种影响--仍不清楚。本研究基于 TripAdvisor 数据提供了相关见解。首先，如果管理者的回复由高级别回复者提供，游客撰写评论的参与度就会提高。其次，如果回复中提到了评论者的名字，回复者级别的积极影响就会变得更强。第三，在回复中包含回复者的电子邮件会降低回复者级别的积极影响。这项研究丰富了客户参与和管理回应方面的文献。

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来源期刊

Tourism Management Perspectives Multiple-

CiteScore

15.60

自引率

3.40%

发文量

审稿时长

59 days

期刊介绍： Tourism Management Perspectives is an interdisciplinary journal that focuses on the planning and management of travel and tourism. It covers topics such as tourist experiences, their consequences for communities, economies, and environments, the creation of image, the shaping of tourist experiences and perceptions, and the management of tourist organizations and destinations. The journal's editorial board consists of experienced international professionals and it shares the board with Tourism Management. The journal covers socio-cultural, technological, planning, and policy aspects of international, national, and regional tourism, as well as specific management studies. It encourages papers that introduce new research methods and critique existing ones in the context of tourism research. The journal publishes empirical research articles and high-quality review articles on important topics and emerging themes that enhance the theoretical and conceptual understanding of key areas within travel and tourism management.