Online content responsiveness strategies in the hospitality context: exploratory insights and a research agenda

Maria Vincenza Ciasullo,Rocco Palumbo,Raffaella Montera

doi:10.1108/tqm-12-2019-0299

Maria Vincenza Ciasullo, Rocco Palumbo + Show 1 more

Open Access

https://doi.org/10.1108/tqm-12-2019-0299

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Abstract

PurposeThe article investigates different types of strategies for managing user-generated content (UGC) and provides some insights into their implications.Design/methodology/approachA unique sample of Italian hotels with current and prospective customers in the digital environment is investigated. A taxonomy of user-provider interactions mediated by UGC is developed. A mixed approach was designed to meet the study aims. Firstly, an exploratory factor analysis was performed in order to illuminate different strategies of UGC and electronic word-of-mouth (E-WOM) management. Secondly, a cluster analysis was implemented in order to explain hoteliers' behavior toward users' contents.FindingsThe study results suggested the existence of three clusters, which reflected three different types of interactions between hotels and customers in the digital domain. Interestingly, most of Italian hotels were found to adopt a reductionist approach to UGC and E-WOM management, turning out to be ineffective to exploit them for the purpose of quality improvement and hospitality service excellence.Research limitations/implicationsHotels were found to be largely unaware of the importance of UGC and web-based communication with customers to improve their digital business strategy. Tailored management approaches are needed to realize the full potential of hotels' online content responsiveness for the purpose of value co-creation and service co-production.Originality/valueThis is one of the first studies investigating the strategic and management perspectives embraced by hotels to handle their interactions with customers in the digital arena.

Highlights

Information and communication technologies (ICTs) dramatically changed consumer behaviors
Reviews are a major source of electronic word-of-mouth (e-WOM), reducing information asymmetry for prospective consumers (Li et al, 2017)
In an attempt to fill the existing gap in the scientific knowledge, this study focused on how hotel managers handle e-WOM

Summary

Introduction

Information and communication technologies (ICTs) dramatically changed consumer behaviors. Digitalization transformed the way people search for products and services, obtain information, evaluate alternatives and make purchase decisions. The spread of usergenerated content (UGC) – especially in the form of reviews – further contributed in this process. Missing first-person experiences, consumers rely on others’ insights to compare products and services (Flanagin and Metzger, 2013). Reviews are a major source of electronic word-of-mouth (e-WOM), reducing information asymmetry for prospective consumers (Li et al, 2017). The influence of online information on consumer behaviors seems to be more relevant for services than for goods, due to their intangible nature (Christodoulides et al, 2012). Tourism and hospitality services, whose experiential nature involves subjective evaluations

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