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- Situational context analysis of tourists’ eWOM engagement: the moderating effects of hotel star category and review site use intensityPublication . Pérez Aranda, Javier Ramón; Pinto, Patrícia; Martins Guerreiro, Maria Manuela; Ait-Bakrim, AbderrahmanBased on interactional psychology theory, this study explored the moderating effects of hotel star category and hotel review site use intensity on two antecedents of consumer engagement with electronic word of mouth (eWOM): organizational review site competence (ORSCP) and organizational review site commitment (ORSCM). Data were collected from a cross-national sample of 443 hotels and analyzed using partial least-squares methods. The results confirm that ORSCP and ORSCM affect customers' eWOM engagement. The findings also include that the hotel star category and the use intensity of hotel review sites have a moderating effect on the ORSCP - ORSCM relationship but not on these two variables' connection with consumer eWOM engagement. This research thus ascertained that a complex relationship exists between hotels' management of social networking sites and customers' eWOM engagement, which has implications for hotel marketing specialists.
- Unravelling consumer sentiments towards communicated health-safety and sustainability practices in hotelsPublication . Pérez Aranda, Javier Ramón; Tolkach, Denis; Ahn, Euijoon; Chen, Fang-weiCOVID-19 pandemic has greatly impacted travel and hospitality industry. As hotels began to reopen after the initial lockdowns, many implemented new standards to reduce health risks. At the same time, travel recommender sites and accommodation booking websites introduced sustainability labelling and health and safety badges to help travellers book safe and sustainable accommodation options. This study investigates a 2,655 online hotel reviews from Costa del Sol region of Spain, collected between February 2020 and March 2021 to capture the full impact of the pandemic’s first year on tourism sector. Using a deep learning-based sentiment analysis combined with ANOVA, the study examines gest perceptions of hotels’ health and sustainability standards and explores their relationship with overall review scores. Additionally, the content of the reviews is analysed to identify emerging themes and associated sentiments. The findings indicate that although guests rarely mentioned health measures explicitly, these practices had a measurable impact on review scores. While the analysis of sustainability-related sentiments remains exploratory, preliminary results suggest that highercategory hotels (i.e., 4- or 5-star) are more likely to communicate a broader range of implemented sustainability, health, and safety practices. More research is needed to understand the evolving sentiment towards health and sustainability issues amongst hotel guests across various segments of travel and hospitality industry as wells as across cultures.