After the outbreak of health crises, the number of new customers decreases sharply. As a relatively stable customer base, repeat customers and their feedback become particularly important for hotels. However, repeat customers tend to post wordless reviews (reviews without text). To solve this problem, we examine the effects of hotels’ long-term response strategies on repeat customers’ pandemic reviews using data scrapped from a travel platform. Results indicate that repeat customers tend to “speak up” and post reviews with text if the responses to their previous reviews are longer, frequent, and contain more assent words. Moreover, the positive effects of response rate and assent words are stronger when the pandemic is more severe. The abovementioned effects are mainly found in newly-opened hotels and large-sized hotels. Besides, these response strategies may stimulate more positive emotions in review-texts. Our findings could guide hotel managers in eliciting more valuable feedback from repeat customers.

中文翻译：

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疫情期间酒店点评：通过管理层回应鼓励回头客“发声”


健康危机爆发后，新客户数量急剧减少。作为相对稳定的客户群，回头客及其反馈对于酒店来说显得尤为重要。然而，回头客往往会发布无字评论（没有文字的评论）。为了解决这个问题，我们使用从旅行平台废弃的数据来研究酒店的长期应对策略对回头客的流行病评论的影响。结果表明，如果对之前评论的回复较长、频繁且包含更多同意词，回头客往往会“大声说出来”并发布带有文字的评论。此外，当疫情更严重时，回应率和同意词的积极影响更强。上述影响主要体现在新开业的酒店和大型酒店。此外，这些反应策略可能会在评论文本中激发更多积极的情绪。我们的研究结果可以指导酒店经理从回头客那里获取更有价值的反馈。