IDEAS home Printed from https://ideas.repec.org/a/eee/anture/v108y2024ics0160738324000793.html
   My bibliography  Save this article

Smart users: Effort management in earning rewards

Author

Listed:
  • Liu, Xianwei
  • Han, Meini
  • Liu, Jianwei
  • Zhang, Ziqiong

Abstract

Online travel agencies usually offer rewards and incentives to encourage high-quality reviews. Will these incentives compel tourists to strive to earn certain rewards and affect review quality? We collect data from Ctrip wherein tourists can earn 80 points by posting a review with ≥ 50 characters, which requires more keystrokes. This research context features a quasi-experimental setting and a regression-discontinuity design to infer the causal effects of incentives on reviewing behavior. Regarding effort management, the results reveal that tourists manage their effort to earn rewards more quickly at the review-length cutoff. With respect to review quality, results show that incentives lead to a 30 % reduction in review usefulness at the cutoff. Additionally, effort management is severer among experienced tourists.

Suggested Citation

  • Liu, Xianwei & Han, Meini & Liu, Jianwei & Zhang, Ziqiong, 2024. "Smart users: Effort management in earning rewards," Annals of Tourism Research, Elsevier, vol. 108(C).
    • Handle: RePEc:eee:anture:v:108:y:2024:i:c:s0160738324000793
    DOI: 10.1016/j.annals.2024.103802
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0160738324000793
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.annals.2024.103802?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:anture:v:108:y:2024:i:c:s0160738324000793. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/annals-of-tourism-research/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.