This study explores the communication approaches used by hotel managers in responding to their guests’ online reviews. Data were collected from one of the largest hotel booking websites (Booking.com). Specifically, 447 responses provided by hotel managers belonging to an international chain (Best Western) were analysed within the ethos/logos/pathos framework. The findings highlight that hotel managers tend to adopt either a company-focused or a customer-focused style in their responses. Suggestions for practitioners are provided for effectively responding to online guest reviews.
Bonfanti, A., Vigolo, V., Negri, F., Hotel Responses to Guests’ Online Reviews: An Exploratory Study on Communication Styles, in Inversini, A. S. R. (ed.), Information and Communication Technologies in Tourism 2016, Springer International Publishing, Cham 2016: 397- 409. 10.1007/978-3-319-28231-2_29 [http://hdl.handle.net/10807/171802]
Hotel Responses to Guests’ Online Reviews: An Exploratory Study on Communication Styles
Negri, FrancescaMembro del Collaboration Group
2016
Abstract
This study explores the communication approaches used by hotel managers in responding to their guests’ online reviews. Data were collected from one of the largest hotel booking websites (Booking.com). Specifically, 447 responses provided by hotel managers belonging to an international chain (Best Western) were analysed within the ethos/logos/pathos framework. The findings highlight that hotel managers tend to adopt either a company-focused or a customer-focused style in their responses. Suggestions for practitioners are provided for effectively responding to online guest reviews.
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