Abstract
This research examined the relationship of dark personality traits of narcissism, Machiavellianism, and psychopathy with online review generation, consumption, and distribution. Using TripAdvisor.com as a primary platform of data collection, we collected online reviews of 670 hotels located in New York City posted between 2003 and 2020. Reviews posted after March 2020 were excluded from consideration owing to the circumstantial effects of COVID-19 impacting data differently. Using Pennebaker, Francis & Booth's (2001) closed vocabulary lexical definitions of Linguistic Inquiry and Word Count, we studied linguistic styles of review posters as a correlate of DT traits. Our results evidenced that individuals with dark personality traits are naturally more predisposed towards being dissatisfied and prone to negative online reviews but differences in the three dark personality traits were determined in terms of review consumption and distribution. This study opens avenues for scholarly debate on how personality theories can inform tourist behavior and furnish important insights for practitioners in the tourism and hospitality industry.
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