Between Authentic Feedback and Greedy Behavior: Strategies for Mitigating Tourists' Exaggerated Negative Reviews

Online reviews are crucial for revenue management on online platforms in the tourism industry. However, there is a gap in detecting greedy review behavior that can negatively impact destinations. This study uses locus of control theory to examine how greed influences online review content. Semi-structured interviews were conducted with tourists exhibiting varying degrees of greed. The transcripts were manually coded to identify themes around the evolution of greedy review behavior and strategies to mitigate exaggerated reviews. The findings indicate that greed, combined with an external locus of control, leads to exaggerated negative reviews. Reviewers from individualistic cultures also displayed stronger external locus traits. Theoretically, this expands understanding of electronic word-of-mouth and attribution theory in tourism. Managerially, destination marketers should implement sophisticated review filtering, respond strategically to negative reviews, and offer activities to address tourists' psychological needs in order to protect reputations from greedy behavior.