Online content responsiveness. An exploratory study on strategies for managing UGC in Italian hotels

Purpose of the paper: This paper investigates the different types of strategies for managing User Generated Content and their main effects. A large sample of Italian hotels with current and prospective customers in the digital environment is investigated. Then a taxonomy of user-provider interactions mediated by User Generated Contents is provided. Methodology: An exploratory, factor analysis and a cluster analysis were performed to explain hoteliers’ behavior toward users’ contents, especially e-WOM, generated on digital platform. A random sample of Italian hotels was involved in the analysis. Main Findings: We identified three clusters, which depicted three different types of interactions between hotels and customers in the digital domain. Practical implications: Hotels are generally unaware of the importance of UGCs 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. Originality/value: This 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.