Xianwei Liu , Meini Han , Jianwei Liu , Ziqiong Zhang
{"title":"Smart users: Effort management in earning rewards","authors":"Xianwei Liu , Meini Han , Jianwei Liu , Ziqiong Zhang","doi":"10.1016/j.annals.2024.103802","DOIUrl":null,"url":null,"abstract":"<div><p>Online travel agencies usually offer rewards and incentives to encourage high-quality reviews. Will these incentives compel tourists to strive to earn certain rewards and affect review quality? We collect data from Ctrip wherein tourists can earn 80 points by posting a review with ≥ 50 characters, which requires more keystrokes. This research context features a quasi-experimental setting and a regression-discontinuity design to infer the causal effects of incentives on reviewing behavior. Regarding effort management, the results reveal that tourists manage their effort to earn rewards more quickly at the review-length cutoff. With respect to review quality, results show that incentives lead to a 30 % reduction in review usefulness at the cutoff. Additionally, effort management is severer among experienced tourists.</p></div>","PeriodicalId":48452,"journal":{"name":"Annals of Tourism Research","volume":null,"pages":null},"PeriodicalIF":10.4000,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Annals of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0160738324000793","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
Online travel agencies usually offer rewards and incentives to encourage high-quality reviews. Will these incentives compel tourists to strive to earn certain rewards and affect review quality? We collect data from Ctrip wherein tourists can earn 80 points by posting a review with ≥ 50 characters, which requires more keystrokes. This research context features a quasi-experimental setting and a regression-discontinuity design to infer the causal effects of incentives on reviewing behavior. Regarding effort management, the results reveal that tourists manage their effort to earn rewards more quickly at the review-length cutoff. With respect to review quality, results show that incentives lead to a 30 % reduction in review usefulness at the cutoff. Additionally, effort management is severer among experienced tourists.
期刊介绍：
The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.
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