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“Better Not Let Me Know”: The Mediating Role of Regret on the Relation Between Social Comparison Discrepancy in Online Hotel Review and Revisit Intention

In: Information and Communication Technologies in Tourism 2022

Author

Listed:
  • Sunny Zhenzhen Nong

    (University of Macau)

  • Lawrence Hoc Nang Fong

    (University of Macau)

Abstract

Online review is powerful in influencing tourists’ travel decision. However, understanding of how online reviews affect tourist emotion and decision at the post-trip stage is limited. The present study examines whether encountering travel experiences shared on social media by other users with disparity in the cost of same accommodation after a trip will cause regret and alter the intention to revisit from a retrospective point of view. Drawing from the experimental study, the result showed that regret mediates the negative effect of comparison discrepancy (in the case of differences in the paid room rate) on intention to stay in the hotel again. The current study of the effects of social comparison on revisit intention adds to the literature and establishes the groundwork for future scholarly work on post-trip online review management. Meaningful implications and strategies are recommended to online review platform and hotel marketing management.

Suggested Citation

  • Sunny Zhenzhen Nong & Lawrence Hoc Nang Fong, 2022. "“Better Not Let Me Know”: The Mediating Role of Regret on the Relation Between Social Comparison Discrepancy in Online Hotel Review and Revisit Intention," Springer Books, in: Jason L. Stienmetz & Berta Ferrer-Rosell & David Massimo (ed.), Information and Communication Technologies in Tourism 2022, pages 87-96, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-94751-4_9
    DOI: 10.1007/978-3-030-94751-4_9
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