RT info:eu-repo/semantics/article
T1 Evolution of communication policies at luxury hotels and their influence on guest ratings
A1 Gil Soto, María Esperanza
A1 Morini-Marrero, Sandra
A1 Armas-Cruz, Yaiza
A1 Ramos-Henríquez, José M.
K1 Response management
K1 online reviews
K1 temporal analysis
K1 luxury hotels
K1 communication policy
K1 social media
K1 TripAdvisor
AB Strategies for responding to online reviews, particularly their evolutionover time, represent an important and scarcely analysed topic inhospitality research. To address this gap, we analysed the evolution ofresponse policies over 2010–2018 and their impact on hotels’ onlineratings. We analysed 82,025 reviews and 57,164 responses onTripAdvisor for 5-star hotels in the Canary Islands (Spain). The resultsshowed an upward trend in the volume of responses given by hotels,which seem to be increasingly concerned about communication withtheir guests. Second, based on their level of commitment to their onlinecommunications (low, moderate or high), the evidence showed thathigh and moderately involved hotels had relatively unchanged policies,whereas low-involvement hotels tended to improve their policies. Third,the findings showed some connectivity between communication policylevel and affiliation to chains, the geographical span of the chain, guesttraveller type and the reviewers’ experience level. However, nosignificant correlation was found between hotel size andcommunication policies. Finally, the results indicated that a positiverelationship exists between hotel communication policies and theratings given by reviewers, suggesting that effort put intocommunication policies is not in vain, and that even low-involvementpolicies are positively evaluated by guests.
SN 1747-7603
YR 2023
FD 2023
LK http://riull.ull.es/xmlui/handle/915/34682
UL http://riull.ull.es/xmlui/handle/915/34682
LA en
DS Repositorio institucional de la Universidad de La Laguna
RD 12-sep-2024