Listen to Your Customers! How Hotels Manage Online Travel Reviews. The Case of Hotels in Lugano

Silvia De Ascaniis (), Alessia Borrè (), Elena Marchiori () and Lorenzo Cantoni ()
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Silvia De Ascaniis: Università della Svizzera italiana—USI
Alessia Borrè: Università della Svizzera italiana—USI
Elena Marchiori: Università della Svizzera italiana—USI
Lorenzo Cantoni: Università della Svizzera italiana—USI

A chapter in Information and Communication Technologies in Tourism 2015, 2015, pp 59-72 from Springer

Abstract: Abstract Given the increasing influence of online hotel reviews on travellers’ decisions, hotels need to develop management strategies, in order to monitor their business’ online reputation and to take advantage of customers’ comments. In the paper, the communicative practices taking place in the online interaction between guests and hotels are analysed, in order to pursue a descriptive goal—that is to characterize the phenomenon, and a prescriptive goal—that is to provide guidelines and a framework to develop strategies to effectively reply to online customers’ reviews. Three kinds of analyses were performed on a sample of online reviews and the respective hotel responses: (1) a typology of the online interaction guest-hotel was elaborated and validated; (2) the arguments used by reviewers to support their recommendation were identified, to verify if and to what extent hotels address them; (3) rhetorical moves (i.e. communicative strategies used by a speaker to persuade the audience) employed by hotels to appeal to their customers were classified.

Keywords: Online hotel reviews; Online reputation; Review management; Rhetorical moves; Arguments; Typology of communicative actions; Customer–hotel interaction (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-14343-9_5

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DOI: 10.1007/978-3-319-14343-9_5

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