Abstract

While negative online reviews can damage a hotel reputation and virally spread negative word of mouth, guest complaints in these reviews can offer lodging executives a valuable and accessible source of market research information. This study investigates the nature of online complaints and responses by content analyzing nearly 2,000 one-star consumer-generated reviews of 86 Washington DC hotels from ten travel electronic distribution channels and social media websites, including TripAdvisor, Priceline and Yelp. A detailed complaint typology was derived, comprised of 47 complaint areas representing hotel, staff and guestroom issues. Destination managers are encouraged to utilize the complaint framework to enhance local accommodation quality by providing its membership with aggregated feedback and structured market intelligence from online review websites.

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Utilizing Consumer-Generated Online Reviews in an Urban Destination to Develop a Comprehensive Hotel Complaint Framework

While negative online reviews can damage a hotel reputation and virally spread negative word of mouth, guest complaints in these reviews can offer lodging executives a valuable and accessible source of market research information. This study investigates the nature of online complaints and responses by content analyzing nearly 2,000 one-star consumer-generated reviews of 86 Washington DC hotels from ten travel electronic distribution channels and social media websites, including TripAdvisor, Priceline and Yelp. A detailed complaint typology was derived, comprised of 47 complaint areas representing hotel, staff and guestroom issues. Destination managers are encouraged to utilize the complaint framework to enhance local accommodation quality by providing its membership with aggregated feedback and structured market intelligence from online review websites.