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 21-dic-2024