Hospitality customer intentions to write fake online reviews: A cross-cultural approach

Mustafeed Zaman, Chai Ching Tan, Mohammad Shahidul Islam and Kareem Selem
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Mustafeed Zaman: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: This paper examines the antecedents and consequences of customer intentions to write fake online reviews on Agoda.com as a case in the hospitality context. Brand nostalgia, brand strength, moral attitude, review-related skepticism, and perceived unfairness were represented as antecedents of customer intentions, while boycott behavior, willingness to pay a price premium, and customer satisfaction were represented as consequences of their intentions. Data was gathered using a structured survey from 373 Italian, 440 French, and 392 British customers. Findings present significant insights into customer intentions to write fake online reviews. In addition, multi-group analysis highlights the differences among nationalities. This paper provides valuable insights for industry professionals and policymakers in the hospitality industry.

Date: 2024-07
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Published in International Journal of Hospitality Management, 2024, 120, pp.103775. ⟨10.1016/j.ijhm.2024.103775⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04920850

DOI: 10.1016/j.ijhm.2024.103775

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