Relaxing getaway in times of pandemic”: Investigating Online Compliments on Luxury Beach Resorts
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This study analyzes the complimenting practice observed in user-generated reviews of the luxury resorts - Aman Beach resorts. Using the positive reviews (rated 5) posted in Tripadvisor in times of Covid-19 pandemic (from February, 2020 to July, 2021) as data, it aims to describe how top-ranked luxury resorts are portrayed by reviewers in online customer reviews (OCRs). The focus is given to examining the types of topics of evaluative statements in terms of how they are invoked as resources for implementing the act of complimenting. The seven topics (service, overall assessment, accommodation, location/beach, food/beverage, covid and privacy), which are found most frequently in OCRs, were identified as the main determinants affecting the way compliments are formulated, whose distribution is examined in terms of frequency and whose discourse-organizational imports are discussed. What is noticeable in this study is that, in addition to the emphasis on “going extra mile” service and secluded location, the topics such as “privacy” and “safety related to corona” have emerged as an important attribute for generating compliments since they are evidently related to the safety concerns in light of the on-going pandemic. The findings are of interest to both consumers and service providers, particularly in terms of allaying uncertainty associated with travel during the pandemic.
Abstract
This study analyzes the complimenting practice observed in user-generated reviews of the luxury resorts - Aman Beach resorts. Using the positive reviews (rated 5) posted in Tripadvisor in times of Covid-19 pandemic (from February, 2020 to July, 2021) as data, it aims to describe how top-ranked luxury resorts are portrayed by reviewers in online customer reviews (OCRs). The focus is given to examining the types of topics of evaluative statements in terms of how they are invoked as resources for implementing the act of complimenting. The seven topics (service, overall assessment, accommodation, location/beach, food/beverage, covid and privacy), which are found most frequently in OCRs, were identified as the main determinants affecting the way compliments are formulated, whose distribution is examined in terms of frequency and whose discourse-organizational imports are discussed. What is noticeable in this study is that, in addition to the emphasis on “going extra mile” service and secluded location, the topics such as “privacy” and “safety related to corona” have emerged as an important attribute for generating compliments since they are evidently related to the safety concerns in light of the on-going pandemic. The findings are of interest to both consumers and service providers, particularly in terms of allaying uncertainty associated with travel during the pandemic.
참고문헌 (50)
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