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Asymmetry of Hotel Ratings on TripAdvisor: Evidence from Single- Versus Dual-Valence Reviews
Fong, Lawrence Hoc Nang1; Lei, Soey Sut Ieng2; Law, Rob2
2017
Source PublicationJOURNAL OF HOSPITALITY MARKETING & MANAGEMENT
ISSN1936-8623
Volume26Issue:1Pages:67-82
Abstract

Hotel ratings given by reviewers on travel-related social media sites are generally perceived as symmetric. Using the perspective of positive-negative asymmetry, we challenge this perception by comparing the prevalence of single- and dual-valence reviews associated with opposite hotel ratings. Drawing on the findings of a content analysis of 500 reviews of a hotel on TripAdvisor, followed by three-way log-linear analyses, we found that dual- (vs. single-) valence reviews appear more frequently in extremely negative ("terrible") than extremely positive ratings ("excellent"), but less frequently in moderately negative ("poor") than moderately positive ratings ("very good"). In addition, men posted more dual-valence reviews than women when the rating was "terrible." The findings, which add to the positive-negative asymmetry literature, imply that users should not review an equal number of positive and negative reviews prior to their booking decisions, and that hoteliers should motivate more of their male guests to write online reviews.

KeywordGender Hotel Online Review Positive-negative Asymmetry Review Ratings Social Media
DOI10.1080/19368623.2016.1178619
URLView the original
Indexed BySSCI ; SSCI
Language英语
WOS Research AreaBusiness & Economics ; Social Sciences - Other Topics
WOS SubjectBusiness ; Hospitality, Leisure, Sport & Tourism ; Management
WOS IDWOS:000443753900002
PublisherROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
The Source to ArticleWOS
Fulltext Access
Citation statistics
Cited Times [WOS]:19   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding AuthorFong, Lawrence Hoc Nang
Affiliation1.Faculty of Business Administration, University of Macau, Avenida da Universidade, Taipa, Macau SAR, China
2.School of Hotel and Tourism Management, The Hong Kong Polytechnic University, TST East, Kowloon, Hong Kong SAR, China
First Author AffilicationFaculty of Business Administration
Corresponding Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Fong, Lawrence Hoc Nang,Lei, Soey Sut Ieng,Law, Rob. Asymmetry of Hotel Ratings on TripAdvisor: Evidence from Single- Versus Dual-Valence Reviews[J]. JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT,2017,26(1):67-82.
APA Fong, Lawrence Hoc Nang,Lei, Soey Sut Ieng,&Law, Rob.(2017).Asymmetry of Hotel Ratings on TripAdvisor: Evidence from Single- Versus Dual-Valence Reviews.JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT,26(1),67-82.
MLA Fong, Lawrence Hoc Nang,et al."Asymmetry of Hotel Ratings on TripAdvisor: Evidence from Single- Versus Dual-Valence Reviews".JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT 26.1(2017):67-82.
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