Purpose of the study Given the growing influence that online reviews have on traveler’s decisions, several hospitality operators are actively soliciting their customers to post reviews on TripAdvisor and similar websites. This paper intends to investigate how widespread this phenomenon is and how customers react to such solicitations. Design/methodology/approach The study adopts a cross-sectional approach. Data were collected from a sample of Italian tourists, posting the link to a questionnaire on two of the most popular Italian tourism-related blogs. The questionnaire included questions measuring both the diffusion of the phenomenon of soliciting reviews and constructs related to consumer reaction (consumer reactance, perceived intrusiveness, intention to review, etc.). Data were analyzed through descriptive statistics and structural equation modeling. Findings Currently available data reveal that the majority of respondents have been solicited at least once by hospitality operators to write a review on TripAdvisor and similar websites. In addition, they show the existence of a significant level of consumer reactance related to consumers’ perceptions that their freedom is threatened. Originality/value Based on the well-known influence that online travelers’ reviews have on other travelers, some recent studies have suggested that the hospitality operators should actively solicit their customers to write online reviews for their hotels, restaurants, etc.. Nonetheless, to other knowledge and up to now, this is the first study to measure how customers react to such solicitations. Research limitations/implications Despite being based only on a sample of Italian tourists, this study may stimulate further research to understand the effects of solicited reviews in the tourism and hospitality fields. Practical implications The findings may assist hospitality operators in deciding whether to solicit their customers to write online reviews for them and in designing their overall strategy to effectively manage their brand image on travel review websites.
"Please write a (great) review on TripAdvisor for my hotel!” Customers’ reaction to solicited reviews
CASSIA, FABIO;
2015-01-01
Abstract
Purpose of the study Given the growing influence that online reviews have on traveler’s decisions, several hospitality operators are actively soliciting their customers to post reviews on TripAdvisor and similar websites. This paper intends to investigate how widespread this phenomenon is and how customers react to such solicitations. Design/methodology/approach The study adopts a cross-sectional approach. Data were collected from a sample of Italian tourists, posting the link to a questionnaire on two of the most popular Italian tourism-related blogs. The questionnaire included questions measuring both the diffusion of the phenomenon of soliciting reviews and constructs related to consumer reaction (consumer reactance, perceived intrusiveness, intention to review, etc.). Data were analyzed through descriptive statistics and structural equation modeling. Findings Currently available data reveal that the majority of respondents have been solicited at least once by hospitality operators to write a review on TripAdvisor and similar websites. In addition, they show the existence of a significant level of consumer reactance related to consumers’ perceptions that their freedom is threatened. Originality/value Based on the well-known influence that online travelers’ reviews have on other travelers, some recent studies have suggested that the hospitality operators should actively solicit their customers to write online reviews for their hotels, restaurants, etc.. Nonetheless, to other knowledge and up to now, this is the first study to measure how customers react to such solicitations. Research limitations/implications Despite being based only on a sample of Italian tourists, this study may stimulate further research to understand the effects of solicited reviews in the tourism and hospitality fields. Practical implications The findings may assist hospitality operators in deciding whether to solicit their customers to write online reviews for them and in designing their overall strategy to effectively manage their brand image on travel review websites.
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