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Analyzing online reviews in hospitality: data-driven opportunities for predicting the sharing of negative emotional content

Author

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  • Cesare Amatulli
  • Matteo De Angelis
  • Anna Stoppani

Abstract

Hospitality is one of the sectors that are nowadays most heavily characterized by consumers’ tendency to share online reviews on dedicated digital platforms. While most past work has focused on understanding the effect of online reviews and ratings on consumers’ evaluation and purchase decisions, this research tackles the issue of what drives the sharing of certain types of online content. Specifically, we investigate the sharing of user-generated content characterized by negative emotional valence, and study the effect of two factors on the extent to which user-generated content contains negative emotions. One such factor is reviewer's expertise, while the other is hotel quality. Our analysis of 1200 TripAdvisor reviews on Italian hotels located in three major Italian cities confirm our hypothesis that expert reviewers might share reviews containing less intense negative emotional content compared to less expert reviewers especially when the hotel is of high quality. To support our hypothesis, we build on the research on psychological antecedents of word-of-mouth behaviour suggesting that expert consumers are particularly reluctant to share negative word-of-mouth to avoid projecting a negative image of themselves in social contexts, thus possibly damaging their reputation.

Suggested Citation

  • Cesare Amatulli & Matteo De Angelis & Anna Stoppani, 2019. "Analyzing online reviews in hospitality: data-driven opportunities for predicting the sharing of negative emotional content," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(15), pages 1904-1917, September.
    • Handle: RePEc:taf:rcitxx:v:22:y:2019:i:15:p:1904-1917
    DOI: 10.1080/13683500.2019.1594723
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    Cited by:

    1. Baclig, Alexis C. & Castres, Danielle Ruth M. & Florendo, Mikee Angelique C. & Malcino, Lei-ann J. & Padilla, Jan Marini P. & Covita, Mayvelyn S., 2024. "Social Media’s Influence on Tourists’ Choice of Destination," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 1507-1546, August.

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