JOURNAL ARTICLE

Does Negative Publicity Change Tourists' Advocacy Intention on Online Hotel Websites? Searching for Answers from an Online Travel Agency Study.

  • Published In: Service Science (INFORMS), 2025, v. 17, n. 1. P. 58 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Hsiao, Chih-Hui; Chen, Kuan-Yang; Yeh, Shih-Shuo; Hsieh, Yi-Tsen; Huan, Tzung-Cheng 3 of 3

Abstract

This article investigates how perceived severity of negative publicity (PSNP) influences consumers' perceived risk (PR) and advocacy intention (AI) within online travel agencies (OTAs), using Trivago as a case study amid the COVID-19 pandemic. The study finds that PSNP negatively affects AI both directly and indirectly through increased PR, with PR serving as a partial mediator. Electronic service quality (ESQ) moderates these relationships by mitigating the impact of negative publicity on perceived risk and lessening the negative effect of perceived risk on advocacy intention. Based on survey data from 468 online hotel-booking users, the research highlights the importance for OTAs to enhance ESQ to counteract the adverse effects of negative publicity and maintain consumer trust and advocacy. These findings contribute to e-tourism literature by clarifying the complex interplay between negative publicity, risk perception, service quality, and consumer advocacy in digital travel platforms.

Additional Information

  • Source:Service Science (INFORMS). 2025/03, Vol. 17, Issue 1, p58
  • Document Type:Article
  • Subject Area:Social Sciences and Humanities
  • Publication Date:2025
  • ISSN:2164-3962
  • DOI:10.1287/serv.2023.0055
  • Accession Number:183553627
  • Copyright Statement:Copyright of Service Science (INFORMS) is the property of INFORMS: Institute for Operations Research & the Management Sciences and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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