earticle

영어

Due to the rise in infectious diseases such as Covid-19, new standards and attributes have emerged to evaluate hotel services, and certain factors (e.g., hygiene) have become crucial. This has led to numerous research endeavors investigating the effect of pandemic on hotel online reviews by emphasizing review elements such as ratings and textual reviews. Previous online review studies related to the Covid-19 pandemic have primarily focused on distinguishing between overall ratings and textual reviews, with limited perspectives on the interplay between these two factors. However, this study investigated the pandemic's impact on consumer review postings by examining multidimensional ratings and textual comments simultaneously, thus identifying the factors that influence the polarity of textual review. Compared to the pre-Covid-19 era, a positive rating for cleanliness led to a more significant positive change in review polarity after Covid-19. This implies that hotel managers need to quickly identify the specific attributes that affect hotel reviews when an unpredictable crisis occurs and invest in improving performance in those areas. The findings from such research not only apply to pandemics but also offer insights for hotel service providers facing crises marked by heightened customer concerns, indicating how they should perceive and respond to online review ratings and comments.