IDEAS home Printed from https://ideas.repec.org/a/vra/journl/v10y2021i3p33-43.html
   My bibliography  Save this article

An Analysis of Hotel's Responses to Negative and Mixed Online Reviews in Varna

Author

Listed:
  • Radostina Prodanova

    (University of Economics - Varna, Varna, Bulgaria)

Abstract

Nowadays hotel reviews, published on various travel websites like TripAdvisor, Booking, Expedia and Orbitz, are the main source of information about the quality of services and play a significant role in the purchase decision process. At the same time hotel responses to online reviews are widely regarded as a main online reputation management tool. Researchеrs in this field found that they have a strong impact on hotel occupancy, customer satisfaction and financial profitability. The main purpose of this article is to analyze the response rate and the structure of hotel responses, used by 4-star hotels managers. The data was collected from Booking.com. The results of this study expand the understanding of hotel responses and can be used for creating successful online reputation strategy.

Suggested Citation

  • Radostina Prodanova, 2021. "An Analysis of Hotel's Responses to Negative and Mixed Online Reviews in Varna," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 10(3), pages 33-43, December.
    • Handle: RePEc:vra:journl:v:10:y:2021:i:3:p:33-43
    as

    Download full text from publisher

    File URL: http://su-varna.org/journal/IJUSV-ESS/2021.10.3/33-43.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Baka, Vasiliki, 2016. "The becoming of user-generated reviews: Looking at the past to understand the future of managing reputation in the travel sector," Tourism Management, Elsevier, vol. 53(C), pages 148-162.
    2. Davide Proserpio & Georgios Zervas, 2017. "Online Reputation Management: Estimating the Impact of Management Responses on Consumer Reviews," Marketing Science, INFORMS, vol. 36(5), pages 645-665, September.
    3. Sparks, Beverley A. & So, Kevin Kam Fung & Bradley, Graham L., 2016. "Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern," Tourism Management, Elsevier, vol. 53(C), pages 74-85.
    4. Judith A. Chevalier & Yaniv Dover & Dina MayzlinDina Mayzlin, 2018. "Channels of Impact: User Reviews When Quality Is Dynamic and Managers Respond," Marketing Science, INFORMS, vol. 37(5), pages 688-709, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ao Shen & Peng Wang & Yongyuan Ma, 2022. "When crowding‐in and when crowding‐out? The boundary conditions on the relationship between negative online reviews and online sales," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(6), pages 2016-2032, September.
    2. Sheng, Jie, 2019. "Being Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 40-51.
    3. Radostina Prodanova, 2022. "Comparative Analysis of the Online Reputation of Class A and Class B Accommodation in Burgas," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 11(1), pages 120-129, April.
    4. Zhao, Yan & Wen, Lingling & Feng, Xiangnan & Li, Ran & Lin, Xiaolin, 2020. "How managerial responses to online reviews affect customer satisfaction: An empirical study based on additional reviews," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    5. Saram Han & Christopher K. Anderson & Kyunghwa Chung, 2023. "Do managerial communications improve customer satisfaction and eWOM? The moderating effect of response authenticity," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    6. Carlson, Keith & Kopalle, Praveen K. & Riddell, Allen & Rockmore, Daniel & Vana, Prasad, 2023. "Complementing human effort in online reviews: A deep learning approach to automatic content generation and review synthesis," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 54-74.
    7. Koc, Erdogan & Hatipoglu, Sercan & Kivrak, Oguzhan & Celik, Cemal & Koc, Kaan, 2023. "Houston, we have a problem!: The use of ChatGPT in responding to customer complaints," Technology in Society, Elsevier, vol. 74(C).
    8. Surachartkumtonkun, Jiraporn (Nui) & Grace, Debra & Ross, Mitchell, 2021. "Unfair customer reviews: Third-party perceptions and managerial responses," Journal of Business Research, Elsevier, vol. 132(C), pages 631-640.
    9. T. Ravichandran & Chaoqun Deng, 2023. "Effects of Managerial Response to Negative Reviews on Future Review Valence and Complaints," Information Systems Research, INFORMS, vol. 34(1), pages 319-341, March.
    10. Warut Khern-am-nuai & Hossein Ghasemkhani & Dandan Qiao & Karthik Kannan, 2024. "The Impact of Online Q&As on Product Sales: The Case of Amazon Answer," Information Systems Research, INFORMS, vol. 35(2), pages 747-765, June.
    11. Xinxin Guo & Juho Pesonen & Raija Komppula, 2021. "Comparing online travel review platforms as destination image information agents," Information Technology & Tourism, Springer, vol. 23(2), pages 159-187, June.
    12. Zhu, John Jianjun & Chang, Yung-Chun & Ku, Chih-Hao & Li, Stella Yiyan & Chen, Chi-Jen, 2021. "Online critical review classification in response strategy and service provider rating: Algorithms from heuristic processing, sentiment analysis to deep learning," Journal of Business Research, Elsevier, vol. 129(C), pages 860-877.
    13. Katsumata, Sotaro & Nishimoto, Akihiro & Kannan, P.K., 2023. "Brand competitiveness and resilience to exogenous shock: Usage of smartphone apps during the COVID-19 pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    14. Yan Song & Xin Tian, 2020. "Managerial Responses and Customer Engagement in Crowdfunding," Sustainability, MDPI, vol. 12(8), pages 1-13, April.
    15. Wei Chen & Karen Xie & Jianwei Liu & Yong Liu, 2019. "How Incumbents Beat Disruptors? Evidence from Hotels’ Responses to Home-sharing Rivals," Working Papers 19-11, NET Institute.
    16. Hülya Karaman, 2021. "Online Review Solicitations Reduce Extremity Bias in Online Review Distributions and Increase Their Representativeness," Management Science, INFORMS, vol. 67(7), pages 4420-4445, July.
    17. Uttara Ananthakrishnan & Davide Proserpio & Siddhartha Sharma, 2023. "I Hear You: Does Quality Improve with Customer Voice?," Marketing Science, INFORMS, vol. 42(6), pages 1143-1161, November.
    18. Erfan Rezvani & Christian Rojas, 2022. "Firm responsiveness to consumers' reviews: The effect on online reputation," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(4), pages 898-922, November.
    19. Zajadacz Alina & Minkwitz Aleksandra, 2020. "Using Social Media Data to Plan for Tourism," Quaestiones Geographicae, Sciendo, vol. 39(3), pages 125-138, September.
    20. Mingwen Yang & Zhiqiang (Eric) Zheng & Vijay Mookerjee, 2019. "Prescribing Response Strategies to Manage Customer Opinions: A Stochastic Differential Equation Approach," Information Systems Research, INFORMS, vol. 30(2), pages 351-374, June.

    More about this item

    Keywords

    hotel online reputation; Booking reviews; online reviews; content analysis; negative reviews; online review responses;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    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:vra:journl:v:10:y:2021:i:3:p:33-43. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Pavel Petrov (email available below). General contact details of provider: https://edirc.repec.org/data/uevecea.html .

    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.