Does a higher responder level generate more traveller reviews? The moderating role of managerial response content

Online reviews represent a public good that users can consume for free. Thus, academics and practitioners have actively sought to identify ways to motivate users to write online reviews. As an effective channel linking hotels and travellers, managerial responses can enhance hotels' performance along with traveller review-writing engagement. However, the impact of responder level on future traveller review-writing engagement – and how response content can moderate this effect – remains unclear. This study provides relevant insights based on TripAdvisor data. First, when managerial responses are provided by high-level responders, traveller review-writing engagement increases. Second, if the response addresses the reviewer by name, the positive effect of responder level becomes stronger. Third, including the responder's email in the response diminishes the positive impact of responder level. This research enriches both the customer engagement and managerial response literature.