Journal Search Engine
Search Advanced Search Adode Reader(link)
Download PDF Export Citaion korean bibliography PMC previewer
ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.10 No.7 pp.83-89
DOI : http://dx.doi.org/10.13106/ijidb.2019.vol10.no7.83

Moderate Effects of Managerial Response on Hotel Ratings of Japanese Tourists

Juhyeok JANG*
*Assistant Professor, Faculty of Media and Communication,  Hokkaido University, Japan. Tel : +81-11-706-5379 E-mail : jang.juhyeok@imc.hokudai.ac.jp
June 15, 2019. June 24, 2019. July 05, 2019.

Abstract

Purpose - It is a very important issue for the Korean tourism industry to increase tourism revenue by attracting foreign tourists. Although Japanese tourists have been an important part of the Korean tourism industry for a long time, the level of tourist satisfaction including accommodation has been at the worst compared to other foreign visitors, which strongly requires concrete solutions. Therefore, this study focuses on improving the satisfaction level of Japanese visitors in the use of accommodation, and find out the influence of the managerial response.
Research design, data, and methodology - In this study, customer review and managerial response of hotels in Seoul were collected from "Rakuten Travel" which is the most representative online travel agency in Japan. As a result of collecting data from 2016 to 2018, 6,190 customer reviews and 1,241 managerial responses from 120 hotels were used for analysis. In addition, information on the properties of 120 hotels, such as the number of rooms, classification, types of hotel facilities, types of room facilities, accessibility and prices, were collected. To test the hypotheses, moderated multiple regression analysis was conducted with SPSS 22.0.
Results - It was found that only 25 sites, 20.8% of the total 120 sites, were implementing managerial response and average response rate was 66.42% among them. As a result of examining the main effects of the hotel attributes on the ratings, accessibility and price are confirmed as effective variables. We also found that the response rate has a significant moderate effect in both the accessibility and price. In other words, there was a significant difference in the influence of accessibility and price on the ratings depending on the response rate. Also, it was confirmed that the response rate is not a pure moderator variable but a quasi moderator variable. Overall, the evidences partially supported the hypothesis.
Conclusion - It was possible to provide important suggestions to the hotel managers who were concerned about managing tourist satisfaction with accessibility problems. It was found that the accessibility problem could be overcome by increasing the response rate. It was also confirmed that high ratings can be more effectively achieved for high priced hotels by increasing the response rate.

JEL Classifications: L83, Z32, Z33.

일본인 관광객의 숙박 후기 평점에 대한 관리자 응답의 조절효과

장주혁*

초록


    Figure

    Table

    Reference

    1. Black, H. G., & Kelley, S. W. (2009). A storytelling perspective on online customer reviews reporting service failure and recovery. Journal of Travel & Tourism Marketing, 26(2), 169-179.
    2. Chevalier, J. A., Dover, Y., & Mayzlin, D. (2018). Channels of Impact: User reviews when quality is dynamic and managers respond. Marketing Science, 37(5), 688-709.
    3. Gu, B., & Ye, Q. (2014). First step in social media: Measuring the influence of online management responses on customer satisfaction. Production and Operations Management, 23(4), 570-582.
    4. Grönroos, C. (1990). Service management and marketing: Managing the moments of truth in service competition. San Francisco, CA: Jossey-Bass.
    5. Jang, J. (2016). A New Framework for Service Quality Cost Management. The Journal of Cost Accounting Research, 40(1), 122-132.
    6. Lee, J. W. (2012). The impact of foreign exchange rates on international travel: the case of South Korea. Journal of Distribution Science, 10(9), 5-11.
    7. Lee, J. W., & Kwag, M. (2017). Corporate marketing strategy using social media: a case study of the Ritz-Carlton Seoul. Journal of Asian Finance, Economics and Business, 4(1), 79-86.
    8. Li, C., Cui, G., & Peng, L. (2017). The signaling effect of management response in engaging customers: A study of the hotel industry. Tourism Management, 62, 42-53.
    9. Lui, T. W., Bartosiak, M., Piccoli, G., & Sadhya, V. (2018). Online review response strategy and its effects on competitive performance. Tourism Management, 67, 180-190.
    10. McCarthy, L., Stock, D., & Verma, R. (2010). How travelers use online and social media channels to make hotel-choice decisions.
    11. Min, H., Lim, Y., & Magnini, V. P. (2015). Factors affecting customer satisfaction in responses to negative online hotel reviews: The impact of empathy, paraphrasing, and speed. Cornell Hospitality Quarterly, 56(2), 223-231.
    12. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.
    13. Park, J. H., & Chung, L. C. (2016). The impact of reputation of culture & tourism oriented markets on revisit and WOM intention in traditional markets. Journal of Distribution Science, 14(8), 77-86.
    14. Park, S. Y., & Allen, J. P. (2013). Responding to online reviews: Problem solving and engagement in hotels. Cornell Hospitality Quarterly, 54(1), 64-73.
    15. Proserpio, D., & Zervas, G. (2017). Online reputation management: Estimating the impact of management responses on consumer reviews. Marketing Science, 36(5), 645-665.
    16. Rose, M., & Blodgett, J. G. (2016). Should hotels respond to negative online reviews?. Cornell Hospitality Quarterly, 57(4), 396-410.
    17. Shaw-Ching Liu, B., Sudharshan, D., & Hamer, L. O. (2000). After-service response in service quality assessment: a real-time updating model approach. Journal of Services Marketing, 14(2), 160-177.
    18. Wei, W., Miao, L., & Huang, Z. J. (2013). Customer engagement behaviors and hotel responses. International Journal of Hospitality Management, 33, 316-330.
    19. Xie, K. L., Zhang, Z., & Zhang, Z. (2014). The business value of online consumer reviews and management response to hotel performance. International Journal of Hospitality Management, 43, 1-12.
    20. Xie, K. L., Zhang, Z., Zhang, Z., Singh, A., & Lee, S. K. (2016). Effects of managerial response on consumer eWOM and hotel performance: Evidence from TripAdvisor. International Journal of Contemporary Hospitality Management, 28(9), 2013-2034.
    21. Xie, K., Kwok, L., & Wang, W. (2017). Monetizing managerial responses on TripAdvisor: Performance implications across hotel classes. Cornell Hospitality Quarterly, 58(3), 240-252.