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How handwriting reduces negative online ratings

Tassiello, V, Viglia, G and Anna S., M (2018) How handwriting reduces negative online ratings. Annals of Tourism Research, 73. pp. 171-179. ISSN 0160-7383

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This research investigates whether handwriting during the tourism experience reduces subsequent negative and extreme online rating scores. We portray that handwriting, due to a more deeply rooted elaboration of information, activates emotional empathy. Study 1, a field experiment in the hospitality context, suggests that handwriting reduces the extremeness of subsequent online rating scores. Study 2 compares handwritten vs. typed comments and complements the initial findings by clarifying the mediating role of emotional empathy on this relationship. We discuss the boundary conditions for the effect and offer practical implications on how to nudge tourists to reduce negative online rating scores. Hotel operators should use their enhanced emotional bonding with tourists when competing with peer-to-peer operators.

Item Type: Article
Uncontrolled Keywords: 1506 Tourism, 1505 Marketing, 1504 Commercial Services
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
G Geography. Anthropology. Recreation > G Geography (General) > G149 Travel. Voyages and travels (General) > G154.9 Travel and state. Tourism
Divisions: Liverpool Business School
Publisher: Elsevier
Date Deposited: 08 Jun 2018 11:25
Last Modified: 04 Sep 2021 10:24
DOI or ID number: 10.1016/j.annals.2018.05.007
URI: https://researchonline.ljmu.ac.uk/id/eprint/8811
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