Online Feedback and Attraction Management: An Exploration of the Critical Factors in Effective Operations

Abstract

The objective of this study was to identify the critical factors about which future visitors to attractions want information, based on online reviews. An NVivo-based content analysis was conducted using 4831 traveler reviews posted on Tripadvisor.com. In total, seven critical factors were identified: environment (e.g. hygiene and cleanliness); experience (e.g. being in good order, overcrowding); location and/or transportation (e.g. subways); price, purpose (e.g. taking photos); target group and suitability (e.g. with/without children); and time. The findings provide guidance for attraction managers on how to make an effective and efficient response to negative reviews on social media channels and how to identify and meet future customer needs. This study supports the attraction industry to improve service quality and attract more visitors in future.

Key words:

• online reviews
• attraction management
• reputation
• social media

Additional information

Funding

The work described in this paper was supported by a grant funded by The Hong Kong Polytechnic University (1-ZVA7).