這項研究探討了不同類型的負面評論與回應策略如何影響飯店業的訂房意願。隨著顧客越來越依賴線上評論來做出決策，負面評論其潛在的負面影響力將會對飯店品牌成為一個重大威脅，甚至已經超過正面評論的正向影響。而飯店經理正面臨著如何減緩線上評論對潛在顧客訂房決策的負面影響的實際問題。因此，我們的研究旨在探討相對於無形性服務，有形性服務的負面評論對訂房意願的負面影響，並試圖找出適合不同類型評論的回應策略。
我們進行了一項情境式實驗的問卷調查，採用2（負面評論類型：有形性服務 vs. 無形性服務）x 3（回應策略類型：順應性回應 vs. 防禦性回應 vs. 無回應）的設計，來檢驗評論類型與回應策略之間的互動效果。研究結果顯示，無論是負面評論類型還是回應策略，對訂房意願均無顯著的影響。然而，回應負面評論通常比忽視它們對飯店的訂房意願更有幫助。我們還發現有形性服務的負面評論能稍微降低消費者感知誇大的程度，進而對訂房意願產生正向影響。
這些研究結果為飯店經理提供了一些具體的建議。它強調飯店經理需要針對不同的負面評論類型制定合適的回覆策略，這能更良好地處理負面評論的負面影響並恢復潛在顧客的訂房意願。

This study investigates how different types of negative reviews and response strategies influence booking intentions in the hotel industry. As customers increasingly rely on online reviews for decision-making, negative reviews pose a significant threat due to their potential to outweigh positive reviews. Hotel managers faced the practical problem of mitigating the negative impact of online reviews on potential customers' booking decisions. Thus, we aim to examine the negative impact of tangible (vs. intangible) reviews on booking intentions and identify appropriate response strategies for each category of reviews.
We conducted a survey experiment using a 2 (negative review types: tangible vs. intangible) x 3 (response types: accommodative vs. defensive vs. no response) design to examine the interactions between review types and response strategies. Our findings revealed that neither the type of negative review nor the response strategy had a significant impact on booking intentions. However, responding to negative reviews was generally more beneficial than ignoring them. We also found that tangible negative reviews slightly reduced perceived exaggeration, which in turn positively influenced booking intentions.
Our findings provide actionable insights for hotel managers, emphasizing the need for tailored response strategies to alleviate the negative effect of negative reviews and restore potential customers’ booking intentions.

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