The role of badges to spur frequent travelers to write online reviews

Abstract

Purpose

Online travel reviews platforms have become innovative information systems due to the incorporation of sophisticated gamification elements such as visually appealing badges. This study aims to analyze three features of the review after leveling up a badge: review length (number of words), sentiment scoring and period between two successive reviews (number of days until the next review is written).

Design/methodology/approach

A total of 77,000 online TripAdvisor reviews written by 100 frequent travelers and contributors are analyzed using a data mining approach. A data-based sensitivity analysis is then conducted to provide an understanding of the data mining trained models.

Findings

The results show evidence that badges appealing for self-pride (“badge passport”) and for peer-recognition (“badge helpful”) have significant influence across the lifespan of online review, whereas badges simply awarded by counting the contributions have little effect.

Originality/value

To the best of the authors’ knowledge, this study provides the first analysis of how an experienced traveler is influenced as the badges and points are being awarded. Intrinsic motivational factor to award badges for standard contributions scarcely influence user behavior. Badges need to be designed to reward accomplishments that are not so trivial to be achieved and that do not depend entirely on the user.

研究目的

在线旅游评论平台已成为创新的信息系统, 这也是由于结合了复杂的游戏化元素, 例如具有视觉吸引力的徽章。本研究旨在分析升级徽章后评论的三个特征：评论长度（字数）、情绪评分和两次连续评论之间的时间段（距离撰写下一次评论的天数）。

研究设计/方法/途径

本研究使用数据挖掘方法分析了由 100 位常旅客和贡献者撰写的总共 77,000 条在线 TripAdvisor 评论。然后进行基于数据的敏感性分析 (DSA), 以提供对数据挖掘训练模型的理解。

研究发现

结果表明, 具有自我自豪感（“徽章护照”）和同行认可（“徽章有帮助”）的徽章在在线评论的整个生命周期中具有显着影响, 而仅通过计算贡献来授予徽章几乎没有影响。

研究原创性

本研究首次分析了经验丰富的旅行者在获得徽章和积分时受到的影响。奖励标准贡献徽章的内在动机因素几乎不会影响用户行为。需要设计徽章来奖励那些并非微不足道且不完全取决于用户的成就。

Citation

Moro, S. and Stellacci, S. (2023), "The role of badges to spur frequent travelers to write online reviews", Journal of Hospitality and Tourism Technology, Vol. 14 No. 2, pp. 69-82. https://doi.org/10.1108/JHTT-05-2021-0156