6533b85bfe1ef96bd12ba159
RESEARCH PRODUCT
Negative online reviews and webcare strategies in social media: effects on hotel attitude and booking intentions
Caitlin MillerLuisa AndreuAna B. Casado-díazSusanne C. Beckmannsubject
business.industryOnline reviewsBooking intention05 social sciencesGeography Planning and DevelopmentAdvertisingHotel industryBrand attitudeHospitality industrySocial mediaComercialización e Investigación de MercadosAction (philosophy)Negative word-of-mouthTourism Leisure and Hospitality Management0502 economics and business050211 marketingSocial mediaBusiness050212 sport leisure & tourismHotel industryConsumer behaviourdescription
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.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2018-11-18 |