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An integrated model to explain online review helpfulness in hospitality

An integrated model to explain online review helpfulness in hospitality This study aims to propose a model to explain online review helpfulness grounded on both previously identified constructs (e.g. review length) and new ones, which have been analyzed in other online reviews’ contexts but not to explain helpfulness.Design/methodology/approachA total of 112,856 reviews published in TripAdvisor about 21 Las Vegas hotels were collected and a random forest model was trained to assess if a review has received a helpful vote or not.FindingsAfter confirming the validity of the proposed model, each of the constructs was evaluated to assess its contribution to explaining helpfulness. Specifically, a newly proposed construct, the response lag of the manager’s replies to reviews, was among the most relevant constructs.Originality/valueThe achieved results suggest that hoteliers should invest not only in responding to the most interesting reviews from the hotel’s perspective but also that they should do it quickly to increase the likeliness of the review being considered helpful to others. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

An integrated model to explain online review helpfulness in hospitality

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References (26)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
eISSN
1757-9880
DOI
10.1108/jhtt-01-2020-0026
Publisher site
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Abstract

This study aims to propose a model to explain online review helpfulness grounded on both previously identified constructs (e.g. review length) and new ones, which have been analyzed in other online reviews’ contexts but not to explain helpfulness.Design/methodology/approachA total of 112,856 reviews published in TripAdvisor about 21 Las Vegas hotels were collected and a random forest model was trained to assess if a review has received a helpful vote or not.FindingsAfter confirming the validity of the proposed model, each of the constructs was evaluated to assess its contribution to explaining helpfulness. Specifically, a newly proposed construct, the response lag of the manager’s replies to reviews, was among the most relevant constructs.Originality/valueThe achieved results suggest that hoteliers should invest not only in responding to the most interesting reviews from the hotel’s perspective but also that they should do it quickly to increase the likeliness of the review being considered helpful to others.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Jul 15, 2021

Keywords: Online reviews; Social media; Hospitality; TripAdvisor; Helpfulness; 关键词：在线评论; 有用性; 酒店业社交媒体; TripAdvisor

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