Unveiling the effects of figurative meanings in manipulated online hotel reviews on consumers' behavioral intentions

Abstract

Purpose

The present study develops a conceptual model that shows how the manipulation attributes of word choice, sentence fluency, convention of meaning, and organization of sentence structure in online hotel reviews are connected to linguistic errors, such as spelling and grammar and argument errors, how such errors intensify the likelihood that messages will be misunderstood, and how these misunderstandings affect customers' responses.

Design/methodology/approach

A structured questionnaire was employed to collect data from 591 inbound tourists in Beijing, China. Data analysis was conducted using SPSS 25.0 and Amos Graphics 23.0. Descriptive analysis was performed to explain the sociodemographic characteristic of respondents. Structural equation modeling was performed to examine hypothesized relationships.

Findings

Results demonstrate that manipulation attributes increase linguistic errors, and two linguistic errors have profound positive effects on customers' understanding of meaning, which influence their responses in the form of negative online ratings and low purchase intentions.

Originality/value

The study's findings contribute to the literature on hospitality, linguistics, and consumer behavior, and have managerial implications for online review websites, online travel agents, and hotel management. Research limitations lead to suggestions for future research for hospitality scholars.

Citation

Akhtar, N., Akhtar, M.N., Siddiqi, U.I., Riaz, M. and Zhuang, W. (2020), "Unveiling the effects of figurative meanings in manipulated online hotel reviews on consumers' behavioral intentions", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 8, pp. 1799-1821. https://doi.org/10.1108/APJML-06-2019-0398