The Impact of Managerial Responses to Online Reviews on Customer Engagement Behavior in the Hotel Industry: A Comparison of Pre- and Post- Pandemic Data

• 영문명: The Impact of Managerial Responses to Online Reviews on Customer Engagement Behavior in the Hotel Industry: A Comparison of Pre- and Post- Pandemic Data
• 발행기관: 세계문화관광학회
• 저자명: Juhyeok JANG
• 간행물 정보: 『International Journal of Culture and tourism Research』Vol.15 No.1, 45~56쪽, 전체 12쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2022.12.30

영문 초록

In this study, the impact of managerial response on customer engagement behavior will be clarified. Furthermore, by using pre- and post-pandemic data, changes in the role of managerial response will be investigated. Based on previous studies, response length, response rate, and response time are used as a managerial response, and review ratings, review length, and review frequency are used as customer engagement behavior. Data was collected from Rakuten Travel targeting hotels registered with the Japan Hotel Association. It was revealed that response length had a significant impact on review length before the pandemic and response rate had a significant impact on review frequency in the early pandemic period. Thus, it was confirmed that the role of managerial response changed before and after the pandemic.

키워드

Customer Review Managerial Response Customer Engagement Behavior Pandemic