Abstract
Negative reviews are related to one of the most important challenges to hotels that must figure out. Despite the negative reviews affect serverely to hotel revenue, it lacks in examining the managerial response of how treats those negative review fairly well and restore the trust of the negative reviewers as well as potential visitors. This research examines the distinguished roles between ability and other factors, focusing on the integrated perspectives of signaling theory and trusting belief. We found the ability is the most powerful signal to rebuild the trust of potential tourists with the impression that the hotel successfully solves the problem through experimental studies.
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