Management Response to Online Review: The Case of Hong Kong Luxury Hotels

Suki Siuki Tam (), Lawrence Hoc Nang Fong () and Rob Law ()
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Suki Siuki Tam: The Hong Kong Polytechnic University
Lawrence Hoc Nang Fong: University of Macau
Rob Law: University of Macau

A chapter in Information and Communication Technologies in Tourism 2022, 2022, pp 123-133 from Springer

Abstract: Abstract Electronic word-of-mouth (eWOM) is regarded as crucial in business development. Given the intangible nature of tourism and hospitality products, potential customers find it hard to assess them before making purchase. Accordingly, online customer reviews and management responses have influential roles in their decision-making process. While a plethora of previous research focused on customer reviews, scholarly attention on how luxury hotels respond to the reviews was scant. Using content analysis, this study examines the management response characteristics of 35 luxury hotels and response style of 7 luxury chain hotels in Hong Kong. Their response characteristics including response frequency, responder’s job position, and timeliness of response were generally similar. The response style and tone (professional and conversational tones) vary with hotels even they are in the same hotel group. Implications on practice of management responses are offered for luxury hotel operators.

Keywords: Communication style; Hotel; Online review; eWOM (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-94751-4_12

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DOI: 10.1007/978-3-030-94751-4_12

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