Online Customer Reviews of Hotels

Santiago Melián González · Jacques Bulchand‐Gidumal · Beatriz González López‐Valcárcel

183 citations0/0 files storedCornell Hospitality Quarterly

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Digital Marketing and Social Media Diverse Aspects of Tourism Research Customer Service Quality and Loyalty

Abstract

Customer reviews posted on the web and through social media (electronic word of mouth [eWOM]) have grown in importance for tourism businesses, but most studies have examined the effects of the content of reviews, particularly negative reviews (i.e., their valence). This study considers both the valence and the volume of eWOM using a broad and varied sample of 16,680 hotels in 249 tourist areas. The study found a relationship between valence and volume, in the sense that early reviews of a business tend to be disproportionately negative. As the number of reviews increases, the valence becomes more balanced, and the negative effect is mitigated. Moreover, the study agrees with other findings that positive comments are more common than negative reviews. Whether or not hotels actively respond to negative reviews, one implication of this study is that hoteliers should try to increase the number of reviews they receive to balance the positive and negative representations of their property (in addition to investigating and correcting the causes of negative comments). Those promoting tourist destinations should follow a similar strategy of facilitating access to customer review sites to obtain a balance of negative and favorable ratings.

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2000Marketing management: analysis. planning. implementation and control 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2003The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms 2009Role of social media in online travel information search 2007Electronic word-of-mouth in hospitality and tourism management 1998Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing 1991Asymmetrical effects of positive and negative events: The mobilization-minimization hypothesis.2002Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior

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2019Determinants of writing positive and negative electronic word-of-mouth: Empirical evidence for two types of expectation confirmation 2016The power of expert identity: How website-recognized expert reviews influence travelers' online rating behavior 2014Marketing decisions, customer reviews, and business performance: The use of the Toprural website by Spanish rural lodging establishments 2016A Review of Research on Electronic Word-of-Mouth in Hospitality and Tourism Management

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