Abstract
Limited research exists on the types of responses to online reviews that effectively meet the expectations of potential hotel guests, and whether their satisfaction with these responses leads to improved perceived service quality and intent to stay. This study examines the Vietnamese Mekong Delta as an emerging destination, investigating how different response approaches and content impact guest perceptions. It is the first to explore how potential guest satisfaction with hotel responses influences service quality perception and intent to stay. A 3 (response approaches namely full response, selective response and no response) x 2 (response content types namely customized response and rote response) between-subject experiment was conducted with 260 participants via Qualtrics.com. Using ANOVAs and PLS-SEM, results reveal that full, customized responses yield the highest satisfaction and perceived service quality. Satisfaction with responses positively impacts intent to stay directly and indirectly via perceived service quality. Given the increased attention to online review management strategies in the post-pandemic context, this study provides valuable insights and managerial recommendations for hoteliers in emerging destinations.
•Investigates how response approach and content shape satisfaction with responses to online hotel reviews.•Employs data from 260 potential guests exposed to five experimental scenarios based on real review reponses.•Satisfaction with responses enhances intent to stay directly and indirectly via perceived service quality as a mediator.•Findings from the Vietnamese Mekong Delta offer implications for managing reviews in emerging destinations.