Guests’ Motives to Write Positive and Negative Hotel Reviews on Trip Advisor

Abstract

This study aims to examine which motives and review components drive hotel guests to write positive and negative reviews on Trip advisor. It tests the motives of writing an online review after the guest has written an online review. Respondents are only Trip advisor users who had left an online review message on Egyptian 5-star hotel services in the last year. Primary data was collected using a Web-based survey. Using regression analysis, the results concluded that there are differences between guests' motives in creating positive reviews in comparison to negative reviews on Trip advisor. For positive reviews, only helping hotel, and social benefits were found to positively influence writing reviews on Trip advisor. Meanwhile, for negative reviews, venting negative feelings, warning other consumers and social benefits had a positive impact on writing reviews on Trip advisor. Furthermore, this study concludes that there are no differences in the effect of review components in creating positive reviews in comparison to negative reviews on Trip advisor. For both positive and negative reviews, all the seven review components are positively impact writing reviews on Trip advisor. These results enhance the understanding of what motivates guests to post hotel reviews on Trip advisor, and thus hotels can encourage or discourage these behaviours.

Influence of online hotel reviews on the fit between strategy and use of management control systems

“…The results show that even hotels that use traditional management systems are forced to incorporate the ratings out of fear of losing their market share. The study shows that OHRs are not only a major source of information for consumers (Ghazi, 2017), who are willing to pay higher prices for services with a good score (Mellinas et al, 2016). This information has internal effects on hotel managers.…”

“…In regard to hotels, statistics show that online reviews have become the major source of information for consumers (Ghazi, 2017). One of the greatest strengths of researching customer ratings is that ratings can show overall customer satisfaction in a direct way (Zhao et al, 2019) by representing information based on the actual experiences of customers (Gretzel and Yoo, 2008).…”

“…The hotel industry is especially affected by these reviews, and customers are willing to pay higher prices for services with a good score (Mellinas et al, 2016). This property is particularly the case in the hospitality and tourism domain, where intangible offerings are difficult to evaluate prior to their consumption and are, thus, greatly dependent on this perceived image and reputation (Ghazi, 2017). Customers' ratings indicate their satisfaction and tend to affect the purchasing decisions of other users (Gretzel and Yoo, 2008).…”

“…Different studies have been carried out that show the relationship between strategic planning and the use of MCSs (Chenhall and Langfield-Smith, 1997;Abernethy and Brownell, 1999;Naranjo-Gil, 2016). However, little is known about the influence of external variables on this relationship (strategic planning and MCSs), including, as we propose in this study, OHRs (Ögut and Tas, 2012;Mellinas et al, 2016;Ghazi, 2017;Zhao et al, 2019). OHRs will be analyzed as a fit variable (Gerdin and Greve, 2004;Bisbe and Malagueño, 2009).…”

Tourist’s Satisfaction in Terms of Accommodation: A Case Study in Vlore, Albania

“…Social media and review sites create challenges but also offer connections opportunity between tourists and make it easier to interact with satisfied or dissatisfied customers. These sites also create satisfaction and other topics research opportunities, as demonstrated in studies based on review platforms, web questionnaires, and social media analyses (Filieri, Alguezaui, & McLeay, 2015;Ghazi, 2017).…”