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How handwriting reduces negative online ratings

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  • Tassiello, Vito
  • Viglia, Giampaolo
  • Mattila, Anna S.

Abstract

This research investigates whether handwriting during the tourism experience reduces subsequent negative and extreme online rating scores. We portray that handwriting, due to a more deeply rooted elaboration of information, activates emotional empathy. Study 1, a field experiment in the hospitality context, suggests that handwriting reduces the extremeness of subsequent online rating scores. Study 2 compares handwritten vs. typed comments and complements the initial findings by clarifying the mediating role of emotional empathy on this relationship. We discuss the boundary conditions for the effect and offer practical implications on how to nudge tourists to reduce negative online rating scores. Hotel operators should use their enhanced emotional bonding with tourists when competing with peer-to-peer operators.

Suggested Citation

  • Tassiello, Vito & Viglia, Giampaolo & Mattila, Anna S., 2018. "How handwriting reduces negative online ratings," Annals of Tourism Research, Elsevier, vol. 73(C), pages 171-179.
    • Handle: RePEc:eee:anture:v:73:y:2018:i:c:p:171-179
    DOI: 10.1016/j.annals.2018.05.007
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    Cited by:

    1. Viglia, Giampaolo & Dolnicar, Sara, 2020. "A review of experiments in tourism and hospitality," Annals of Tourism Research, Elsevier, vol. 80(C).
    2. Liu, Stephanie Q. & Choi, Sungwoo & Mattila, Anna S., 2019. "Love is in the menu: Leveraging healthy restaurant brands with handwritten typeface," Journal of Business Research, Elsevier, vol. 98(C), pages 289-298.
    3. Fang, Shujie & Zhang, Chun & Li, Yaoqi, 2020. "Physical attractiveness of service employees and customer engagement in tourism industry," Annals of Tourism Research, Elsevier, vol. 80(C).
    4. Bresciani, Stefano & Ferraris, Alberto & Santoro, Gabriele & Premazzi, Katia & Quaglia, Roberto & Yahiaoui, Dorra & Viglia, Giampaolo, 2021. "The seven lives of Airbnb. The role of accommodation types," Annals of Tourism Research, Elsevier, vol. 88(C).
    5. Yu, Xi & Huang, Huiling & Liu, Stephanie Q. & Lu, Zhi, 2020. "Signaling authenticity of ethnic cuisines via handwriting," Annals of Tourism Research, Elsevier, vol. 85(C).
    6. Pera, Rebecca & Viglia, Giampaolo & Grazzini, Laura & Dalli, Daniele, 2019. "When empathy prevents negative reviewing behavior," Annals of Tourism Research, Elsevier, vol. 75(C), pages 265-278.

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