Which Marketer-generated-content is more effective? An experimental study in the context of a peer-to-peer accommodation platform

Tao, Dandan; Fang, Wenpei; Luo, Biao; Wan, Liang

doi:10.1016/j.ijhm.2021.103089

Cited by 16 publications

(10 citation statements)

References 75 publications

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“…Our findings shed light on how different groups of customers affect online review generation. To date, research on systematic differences in the process of generating reviews between business and leisure travelers has been scarce, especially from an empirical perspective (Liu-Lastres et al, 2021; Tao, Fang, Luo, and Wan, 2022). By employing a matching method to minimize the possibility of selection bias, we detected a systematic difference between business and leisure travelers in their behaviors of posting reviews online.…”

Section: Discussionmentioning

confidence: 99%

“…Also, Kim et al (2021) showed that the effect of individuals’ perceived threat from COVID-19 on extremeness aversion was stronger for leisure (vs. business) travelers. Tao et al (2022) revealed different marketing messages that are appropriate to each of the two types of travelers. That is, the host's background information, such as career and interests, should be emphasized when targeting business travelers.…”

Section: Literature and Hypothesesmentioning

confidence: 99%

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Systematic differences in online reviews of hotel services between business and leisure travelers

Kim

Park

2022

Journal of Vacation Marketing

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To understand whether the purpose of travel affects differences in the evaluation of hotel services, we analyzed online reviews for 768 hotels in New York City. The results show that leisure travelers are predisposed to leaving online reviews with higher ratings and positive emotions than those posted by business travelers, while the latter's review ratings are more widely dispersed, indicating greater inconsistency in their evaluations of hotel services. Based on our empirical evidence about systematic differences in online reviews of hotel services between business and leisure travelers, we can provide the hospitality industry with meaningful business implications.

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Section: Discussionmentioning

confidence: 99%

Section: Literature and Hypothesesmentioning

confidence: 99%

Systematic differences in online reviews of hotel services between business and leisure travelers

Kim

Park

2022

Journal of Vacation Marketing

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“…Chen et al (2014) prove that online reviews containing experience information have a more significant impact on consumer decisions than factual information. Tao et al (2022) found that emotion-based descriptions lead to higher booking intentions than information-based descriptions. In this research, abstract reviews contained emotional information about the travel experience, which is more attractive.…”

Section: Destination Online Reviews and Travel Intentionmentioning

confidence: 94%

The impact of destination online review content characteristics on travel intention: experiments based on psychological distance perspectives

Zhu

Zhao²,

Wang³

2022

AJIM

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PurposeThis study aims to explore the relationship between the content characteristics of destination online reviews and travel intention under three individual circumstances: temporal distance, social distance and experiential distance.Design/methodology/approachBased on construal-level theory (CLT), this study divides online travel reviews into concrete and abstract reviews. Three experiments were conducted to test the moderating effects of temporal distance, social distance and experiential distance on the influence of review content characteristics on tourists' travel intentions.FindingsThe results show that abstract reviews would lead to higher travel intentions than concrete reviews. Furthermore, tourists' travel intentions differed depending on social distance and were significantly affected by reviews posted by reviewers similar to review recipients. In addition, the study contributes by discovering that the moderating effects of temporal distance, social distance and experiential distance were not significant, which differs from most of the previous research conclusions.Originality/valueThis study focused on review content characteristics, which provided a novel perspective for constructing online travel reviews. Furthermore, this research defined the concept of experiential distance in the context of online travel and expanded the research on psychological distance.

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“…The relative effectiveness of straightforward and metaphoric advertising is also highly relevant to a field where abstract and creative words might be assumed to better portray a destination as a good utopia ( Phillips et al, 2021 ). According to Tao et al (2022) , straightforward advertisements are generally considered to be more conducive to encouraging consumers to make decisions since they can directly display the functions of products. The question of which style of advertisement stimulates higher tourism intention still needs further exploration.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Metaphorical or Straightforward? Comparing the Effectiveness of Different Types of Social Media Advertising

et al. 2022

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The existing studies have analyzed the advertising effects of metaphorical advertisements and straightforward adverts in traditional advertising media. However, their advertising effects on social media are still unclear. To address this issue, this study uses eye-tracking and questionnaires to examine two types of social media tourism advertising—metaphorical and straightforward in posts with both high and low popularity. This within-subject (n = 55) experiment was designed to examine the effects of social media tourism advertising types on visual attention and tourism intention and to identify the moderating role of post popularity based on the elaboration likelihood model (ELM). We found that advertising types had no significant effect on visual attention, but metaphorical advertisements increased tourism intention compared with straightforward adverts. Furthermore, we found that the level of post popularity moderated the effect of advertising types on visual attention. Specifically, metaphorical adverts in highly popular posts attracted more visual attention in the advertising text area and in the whole advert. Straightforward adverts in posts with low popularity attracted more visual attention in the advertising text area. This research advances the current literature by exploring the effects of social media tourism advertising types and has implications for managers deciding on strategies for social media tourism marketing.

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Which Marketer-generated-content is more effective? An experimental study in the context of a peer-to-peer accommodation platform

Cited by 16 publications

References 75 publications

Systematic differences in online reviews of hotel services between business and leisure travelers

Systematic differences in online reviews of hotel services between business and leisure travelers

The impact of destination online review content characteristics on travel intention: experiments based on psychological distance perspectives

Metaphorical or Straightforward? Comparing the Effectiveness of Different Types of Social Media Advertising

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