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Management Response to Online Review: The Case of Hong Kong Luxury Hotels

In: Information and Communication Technologies in Tourism 2022

Author

Listed:
  • Suki Siuki Tam

    (The Hong Kong Polytechnic University)

  • Lawrence Hoc Nang Fong

    (University of Macau)

  • Rob Law

    (University of Macau
    University of Macau)

Abstract

Electronic word-of-mouth (eWOM) is regarded as crucial in business development. Given the intangible nature of tourism and hospitality products, potential customers find it hard to assess them before making purchase. Accordingly, online customer reviews and management responses have influential roles in their decision-making process. While a plethora of previous research focused on customer reviews, scholarly attention on how luxury hotels respond to the reviews was scant. Using content analysis, this study examines the management response characteristics of 35 luxury hotels and response style of 7 luxury chain hotels in Hong Kong. Their response characteristics including response frequency, responder’s job position, and timeliness of response were generally similar. The response style and tone (professional and conversational tones) vary with hotels even they are in the same hotel group. Implications on practice of management responses are offered for luxury hotel operators.

Suggested Citation

  • Suki Siuki Tam & Lawrence Hoc Nang Fong & Rob Law, 2022. "Management Response to Online Review: The Case of Hong Kong Luxury Hotels," Springer Books, in: Jason L. Stienmetz & Berta Ferrer-Rosell & David Massimo (ed.), Information and Communication Technologies in Tourism 2022, pages 123-133, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-94751-4_12
    DOI: 10.1007/978-3-030-94751-4_12
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