Factors contributing to the helpfulness of online hotel reviews: Does manager response play a role?

Kwok L, Xie K. L, (2016), Factors contributing to the helpfulness of online hotel reviews: Does manager response play a role?, International Journal of Contemporary Hospitality Management, Vol.28,

Mots-clefs : facteurs, évaluations en ligne, managers, utilité, source de l’avis

Résumé : Cet article a pour but de définir les facteurs qui contribuent à l’utilité des évaluations d’hotels en ligne et à évaluer l’impact des réponses par les managers.
Cette étude tente d’expliquer comment les directeurs d’hôtels peuvent identifier les leaders d’opinion parmi les consommateurs et utiliser la réponse des directeurs pour influencer l’utilité des avis des consommateurs.

Cet article se démarque des autres en évaluant les facteurs contribuant à l’utilité des évaluations en ligne. Il démontre que les consommateurs ont tendance à percevoir les avis négatifs comme plus utiles que les avis positifs. Les études précédentes ont seulement confirmé que la divulgation des informations démographiques des évaluateurs, telles que le sexe, ferait une différence dans la notation de l’utilité des évaluations, sans examiner les différences entre les sexes. Cette étude explique que les examinateurs masculins ont plus d’influence que les examinateurs féminins sur ce contenu. Il est probable que les examinateurs masculins ont tendance à présenter des opinions plus factuelles et moins perceptives que les examinatrices féminines, ce qui rend leurs examens plus utiles que ceux rédigés par les examinatrices féminines

Les évaluateurs qui ont rédigé plus d’évaluations, qui ont été plus longtemps avec TripAdvisor et qui ont visité plus de villes ont tendance à fournir des évaluations plus utiles. La source de l’avis est donc essentielle.

Les avis de consommateurs traités par la réponse du manager comprennent souvent des plaintes ou des compliments spécifiques et détaillés, fournissant ainsi une plus grande valeur de référence pour les consommateurs ultérieurs. La réponse du responsable joue donc un rôle très important dans le renforcement de l’information ou la validation croisée des informations des évaluations des consommateurs.

Conclusion : Les résultats révèlent l’impact significatif de plusieurs facteurs sur l’utilité des évaluations en ligne, notamment la notation, le nombre de mots, le sexe de l’évaluateur, l’expérience de l’évaluateur en matière de statut, l’adhésion et les villes visitées, ainsi que la réponse du manager.

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