Online content responsiveness strategies in the hospitality context: exploratory insights and a research agenda

PurposeThe article investigates different types of strategies for managing user-generated content (UGC) and provides some insights into their implications.Design/methodology/approachA unique sample of Italian hotels with current and prospective customers in the digital environment is investigated. A taxonomy of user-provider interactions mediated by UGC is developed. A mixed approach was designed to meet the study aims. Firstly, an exploratory factor analysis was performed in order to illuminate different strategies of UGC and electronic word-of-mouth (E-WOM) management. Secondly, a cluster analysis was implemented in order to explain hoteliers' behavior toward users' contents.FindingsThe study results suggested the existence of three clusters, which reflected three different types of interactions between hotels and customers in the digital domain. Interestingly, most of Italian hotels were found to adopt a reductionist approach to UGC and E-WOM management, turning out to be ineffective to exploit them for the purpose of quality improvement and hospitality service excellence.Research limitations/implicationsHotels were found to be largely unaware of the importance of UGC and web-based communication with customers to improve their digital business strategy. Tailored management approaches are needed to realize the full potential of hotels' online content responsiveness for the purpose of value co-creation and service co-production.Originality/valueThis is one of the first studies investigating the strategic and management perspectives embraced by hotels to handle their interactions with customers in the digital arena.