Nina Krey , Shuang Wu , Shih-Hui (Steven) Hsiao , Tony L.J. Lin
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The joint effect of online reviews and manager responses in driving company ratings
The current study extends the literature on firm-customer online relationship building by jointly assessing customers' opinions and firms' responses to understand their impact on firm ratings. This study implements text analytics and sentiment analysis on customer reviews and manager responses. Specifically, the impact of message sentiment (emotional versus rational) and textual characteristics of online reviews and manager responses is examined. Finally, the assessment focuses on the impact of hotel customer reviews and manager responses sentiment on hotel ratings. Data collection implements a web crawler to gather a consistent panel of user-level activity from TripAdvisor. The final data includes customer reviews, manager responses, and hotel ratings over a three-year period. Current contributions provide further insights into how companies can utilize online reviews and manager responses to increase online ratings of their firms. Managerial implications suggest using emotional responses with short sentences to improve online ratings.
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.