Negative online reviews and webcare strategies in social media: effects on hotel attitude and booking intentions
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Título: | Negative online reviews and webcare strategies in social media: effects on hotel attitude and booking intentions |
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Autor/es: | Casado-Díaz, Ana B. | Andreu, Luisa | Beckmann, Susanne C. | Miller, Caitlin |
Grupo/s de investigación o GITE: | Marketing |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Marketing |
Palabras clave: | Online reviews | Negative word-of-mouth | Social media | Brand attitude | Booking intention | Hotel industry |
Área/s de conocimiento: | Comercialización e Investigación de Mercados |
Fecha de publicación: | 2020 |
Editor: | Routledge |
Cita bibliográfica: | Current Issues in Tourism. 2020, 23(4): 418-422. doi:10.1080/13683500.2018.1546675 |
Resumen: | The purpose of this research is to examine the effects of different webcare strategies (defensive, accommodative, no action) across two different types of social media (TripAdvisor and Twitter) on hotel attitude and booking intentions. The results of an experimental design show that negative electronic word-of-mouth (NWOM) has a negative effect on attitudes and booking intention. Moreover, the benefits derived from the type of response vary depending on the social media type in which NWOM appears. The findings also suggest that no response is worse than either defensive or accommodative responses. |
URI: | http://hdl.handle.net/10045/102100 |
ISSN: | 1368-3500 (Print) | 1747-7603 (Online) |
DOI: | 10.1080/13683500.2018.1546675 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/article |
Derechos: | © 2018 Informa UK Limited, trading as Taylor & Francis Group |
Revisión científica: | si |
Versión del editor: | https://doi.org/10.1080/13683500.2018.1546675 |
Aparece en las colecciones: | INV - MKT - Artículos de Revistas |
Archivos en este ítem:
Archivo | Descripción | Tamaño | Formato | |
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2020_Casado-Diaz_etal_CurrIssuesTour_final.pdf | Versión final (acceso restringido) | 824,35 kB | Adobe PDF | Abrir Solicitar una copia |
2020_Casado-Diaz_etal_CurrIssuesTour_preprint.pdf | Preprint (acceso abierto) | 121,68 kB | Adobe PDF | Abrir Vista previa |
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