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Negative online reviews and webcare strategies in social media: effects on hotel attitude and booking intentions

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  • Ana B. Casado-Díaz
  • Luisa Andreu
  • Susanne C. Beckmann
  • Caitlin Miller

Abstract

The purpose of this research is to examine the effects of different webcare strategies (defensive, accommodative, no action) across two different types of social media (TripAdvisor and Twitter) on hotel attitude and booking intentions. The results of an experimental design show that negative electronic word-of-mouth (NWOM) has a negative effect on attitudes and booking intention. Moreover, the benefits derived from the type of response vary depending on the social media type in which NWOM appears. The findings also suggest that no response is worse than either defensive or accommodative responses.

Suggested Citation

  • Ana B. Casado-Díaz & Luisa Andreu & Susanne C. Beckmann & Caitlin Miller, 2020. "Negative online reviews and webcare strategies in social media: effects on hotel attitude and booking intentions," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(4), pages 418-422, February.
    • Handle: RePEc:taf:rcitxx:v:23:y:2020:i:4:p:418-422
    DOI: 10.1080/13683500.2018.1546675
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    Cited by:

    1. Maksim Godovykh & Alan Fyall & Carissa Baker, 2024. "Sustainable Labels in Tourism Practice: The Effects of Sustainable Hotel Badges on Guests’ Attitudes and Behavioral Intentions," Sustainability, MDPI, vol. 16(6), pages 1-12, March.

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