The spread of eWOM and travel review websites has profoundly changed the consumer decision-making process along with firms’ strategies. A key topic of discussion, both for academics and practitioners, is the opportunity to reply to online consumers’ reviews. Although some studies have recently investigated the subject, this topic need to be further explored. The purpose of the present study is to investigate the variables that influence hotels’ propensity to reply to guests’ reviews. The results of the research suggest that hotel managers show more propensity to reply to negative guests’ reviews of their native language. Possible motivations and implications are discussed.

The determinants of managerial responses to hotel guests’ reviews: an exploratory study in the city of Milan, 2017.

The determinants of managerial responses to hotel guests’ reviews: an exploratory study in the city of Milan

Mauri, Aurelio G.;
2017-01-01

Abstract

The spread of eWOM and travel review websites has profoundly changed the consumer decision-making process along with firms’ strategies. A key topic of discussion, both for academics and practitioners, is the opportunity to reply to online consumers’ reviews. Although some studies have recently investigated the subject, this topic need to be further explored. The purpose of the present study is to investigate the variables that influence hotels’ propensity to reply to guests’ reviews. The results of the research suggest that hotel managers show more propensity to reply to negative guests’ reviews of their native language. Possible motivations and implications are discussed.
Inglese
2017
Excellence in Services International Conference
20
Verona
2017
internazionale
contributo
Toulon-Verona Conference "Excellence in Services"
515
521
7
9788890432774
9788890432774
Italy
Verona
comitato scientifico
Online
Settore SECS-P/08 - Economia e Gestione delle Imprese
3
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10808/23689
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