Publication:
Building Virtual Rapport with Emotion Expressions: Hotel Responses to Positive Online Reviews

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dc.contributor.authorTaw, Ly Wen
dc.contributor.authorLibert, Alan R.
dc.contributor.authorParamasivam, Shamala
dc.date.accessioned2023-12-14T17:16:54Z
dc.date.available2023-12-14T17:16:54Z
dc.date.issued2022
dc.date.issuedBE2565
dc.description.abstractThe rapid digital revolution in recent decades has transformed conventional Word-of-Mouth (WOM) into electronic WOM (eWOM). The significance of digital emotion in eWOM has been widely recognized due to its influential effect on consumer trust. There is increasing research on digital emotion contagion, which refers to exposure to emotions on digital platforms, which evokes internet users’ emotions. Drawing on Spencer-Oatey’s (2008) Rapport Management Model (RMM), this study investigates the stylistic domain of RMM, focusing on the affective lexical resources that express emotions used by Malaysian hotels when responding to positive online reviews on TripAdvisor. These affective lexical resources were analyzed using Martin and White’s (2005) Appraisal Theory. The findings demonstrated that the five- and four-star hotels had higher frequencies of affective lexical variation than did the three-star hotels. From the perspective of RMM, the affective lexical choices used by the high-end Malaysian hotels appeared to reflect the cultural values of gratitude and respect in Asian hospitality in fostering virtual emotional connections with reviewers. This study enriches the work on English for Specific Purposes (ESP) course design as digitally engaging via online business communication should be an integral part of business-related ESP courses.
dc.identifier.issn2630-0672 (Print), 2672-9431 (Online)
dc.identifier.urihttps://harrt.in.th/handle/123456789/1897
dc.language.isoen
dc.publisherLanguage Institute, Thammasat University
dc.publisher.placePranakorn, Bangkok
dc.subjectการสร้างความสัมพันธ์
dc.subjectการสื่ออารมณ์
dc.subjectรีวิวออนไลน์
dc.subjectEwom
dc.subjectRapport
dc.subjectEmotion Expressions
dc.subjectOnline Reviews
dc.subjectHotel Responses
dc.subject.isced0232 วรรณคดีและภาษาศาสตร์
dc.subject.oecd6.2 ภาษาและวรรณคดี
dc.titleBuilding Virtual Rapport with Emotion Expressions: Hotel Responses to Positive Online Reviews
dc.typeบทความวารสาร (Journal Article)
dspace.entity.typePublication
harrt.itemID437
harrt.researchAreaภาษาศาสตร์ภาษาอังกฤษ
harrt.researchGroupภาษาอังกฤษ
harrt.researchTheme.1คำศัพท์ (Vocabulary)
mods.location.urlhttps://so04.tci-thaijo.org/index.php/LEARN/article/view/259923
oaire.citation.endPage103
oaire.citation.issue2
oaire.citation.startPage80
oaire.citation.titleLEARN Journal: Language Education and Acquisition Research Network
oaire.citation.volume15
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