If you’ve visited a new city lately, you may have searched online for places to eat. Maybe you read some reviews, then clicked through to the restaurants’ own sites. New research by the team of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University shows that in the hospitality sector, turning user clicks into dining visits depends on consistently positive messaging. By testing two competing theories of the effect of customer reviews, the study by Dr Seunghun Shin, Dr Hyejo Hailey Shin and Dr Jaehee Gim will help local restaurants optimise their marketing strategy through homepage testimonials.
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