Who’s asking? Social platform and research sponsors’ identity biases in guests’ hospitality experience-reviews: a case study of Spanish hotels

IF 11.9 1区管理学 Q1 BUSINESS Journal of Hospitality Marketing & Management Pub Date : 2023-08-14 DOI:10.1080/19368623.2023.2244467

Arch G Woodside, Pedro Mir-Bernal, Teresa Sabada Garraza, Patricia San Miguel

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Abstract

ABSTRACT

The study here assesses the systematic variability of service performance assessments in customer reviews placed in alternative online social media platforms in the travel industry as well as responses to the firm’s requests for customer evaluations. The research includes an empirical study conducted by a national (Spanish) hotel chain of nine corporately-owned properties (hotels). Data-analyses were performed of data collected for the nine hotels from TripAdvisor and Booking.com, as well as internal data from the hotel chain’s customer data files. The findings support the general conclusion that hotel reviews on different social media platforms vary in systematic ways. TripAdvisor reviews consistently include the largest share of detractors across all social media platforms in this study, ranging from 11 to 51%. This study contributes useful benchmarks for the relative differences in performances in customer experience assessments across different social media platforms.

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问是谁?社交平台和研究赞助商在客人酒店体验评论中的身份偏见:以西班牙酒店为例

摘要本研究评估了在旅游行业的其他在线社交媒体平台上的客户评论中服务绩效评估的系统可变性，以及对公司客户评估请求的回应。本研究包括一个由九家企业所有的酒店(酒店)组成的国家(西班牙)连锁酒店进行的实证研究。对从TripAdvisor和Booking.com收集的九家酒店的数据进行了数据分析，并从连锁酒店的客户数据文件中收集了内部数据。这些发现支持了一个总体结论，即不同社交媒体平台上的酒店评论存在系统性差异。在这项研究中，在所有社交媒体平台上，猫途鹰的评论中，诋毁者所占的比例一直最大，从11%到51%不等。本研究为不同社交媒体平台上客户体验评估的相对差异提供了有用的基准。

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来源期刊

Journal of Hospitality Marketing & Management Multiple-

CiteScore

20.90

自引率

6.40%

发文量

期刊介绍： The Journal of Hospitality Marketing & Management serves as a peer-reviewed platform dedicated to advancing understanding, practice, and education in hospitality marketing and management. It strives to foster the development of knowledge and theory by promoting new ideas, models, approaches, and paradigms. Embracing a multifaceted approach that spans administrative disciplines, liberal arts, and social sciences, the journal disseminates knowledge through high-quality, peer-reviewed research papers, reports, and book reviews. It stands as a unique forum for the community of students, academics, and practitioners who share a common interest and commitment to the field of hospitality marketing and management.