Abstract
This study broadens the understanding around the topics of e-rating and e-complaining by adopting a value-based approach. In the consumer behaviour literature, value is understood as a “relativistic preference experience” (i.e. an evaluation outcome that varies across subjects, objects and contexts). E-ratings and e-complaints can be analysed through this theoretical lens to investigate whether any significant differences exist relating to tourists’ socio-demographic characteristics (variation across subjects: gender and nationality), the characteristics of the hotels rated (across objects: hotel category and size) and the party with which the tourists are travelling and the time of their stay (across contexts). This study measures and interprets these differences in a sample of 727 reviews in which tourists expressed their experience of hotels located in Arzachena-Costa Smeralda (Sardinia, Italy). The findings reveal that significant variations in travellers’ rating behaviour exist only across objects (i.e. hotel category and size) and contexts (i.e. time of the stay). However, when complaining behaviour is considered, significant variations are reported to exist across subjects (i.e. gender and country of origin), objects (hotel category and size) and contexts (i.e. travel party). Contributions to the theory and managerial implications are discussed, and suggestions for further research are made.
Highlights
User-generated content (UGC) has introduced a new venue for voice both positive and RESEARCH PAPER negative word-of-mouth (WOM) recommendations (e.g. Ekiz et al, 2012)
Is e-rating a relativistic behaviour? Table 2 shows that tourists’ overall assessment of hotel services differs significantly when considering only gender (F.=8.014; p0.05) (RQ1.2.a)
The idea that negative e-WOM can be understood as an experiential outcome is based on several assumptions, namely that negative eWOM is the outcome of a consumption process that is highly relativistic in nature and into which emotional and social aspects are intrinsically embedded
Summary
User-generated content (UGC) has introduced a new venue for voice both positive and RESEARCH PAPER negative word-of-mouth (WOM) recommendations (e.g. Ekiz et al, 2012). (Mauri and Minazzi, 2013; Xiang et al, 2015), especially when they are uploaded in Online Travel Agencies (Del Chiappa et al, 2015) They often alter decisions about accommodation after having obtained further information online (Del Chiappa, 2011b), and can even induce tourists to change the accommodation suggested by a traditional travel agency (Del Chiappa, 2013; Del Chiappa et al, 2015). This explains why UGC are considered to exert a relevant influence on hotel bookings The ubiquity of peer-to-peer platforms has provided new sources of information for studying tourists’ behaviour and their satisfaction with service providers (e.g. Chen et al, 2016; Zhou et al, 2014)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
