Abstract
User generated content (UCG), particularly in the form of online reviews, has significantly influenced consumer purchasing behaviour, not least as regards hotel selection. In order to maintain a positive image on social media, hoteliers are seeking effective strategies for responding to online reviews. This study uses Macau as a locus for investigating reviews posted on the TripAdvisor website. The findings suggest that negative reviews differ widely in accordance with hotel star level. It was also found that Macau hotels reply not only to negative reviews, but act also on positive comments.
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