Online reviews represent a public good that users can consume for free. Thus, academics and practitioners have actively sought to identify ways to motivate users to write online reviews. As an effective channel linking hotels and travellers, managerial responses can enhance hotels' performance along with traveller review-writing engagement. However, the impact of responder level on future traveller review-writing engagement – and how response content can moderate this effect – remains unclear. This study provides relevant insights based on TripAdvisor data. First, when managerial responses are provided by high-level responders, traveller review-writing engagement increases. Second, if the response addresses the reviewer by name, the positive effect of responder level becomes stronger. Third, including the responder's email in the response diminishes the positive impact of responder level. This research enriches both the customer engagement and managerial response literature.

中文翻译：

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回复者级别越高，是否会产生更多旅行者评论？管理层回应内容的调节作用


在线评论代表了用户可以免费消费的公共物品。因此，学者和从业者积极寻找激励用户撰写在线评论的方法。作为连接酒店和旅行者的有效渠道，管理层的回应可以提高酒店的绩效以及旅行者撰写评论的参与度。然而，回复者水平对未来旅行者评论撰写参与度的影响以及回复内容如何调节这种影响仍不清楚。这项研究根据 TripAdvisor 数据提供了相关见解。首先，当高层响应者提供管理响应时，旅行者撰写评论的参与度就会增加。其次，如果回复直接提及审阅者的名字，则回复者级别的积极影响会变得更强。第三，在响应中包含响应者的电子邮件会削弱响应者级别的积极影响。这项研究丰富了客户参与和管理响应文献。