Don’t Just Say Sorry—Say It Right: How Semantic Congruence and Credibility Cues Turn Negative Reviews into Potential Guests’ Booking Intentions

Negative online reviews play a critical role in shaping consumer decision-making in the hospitality sector. Drawing on cue utilization theory and signaling theory, this study examines how different types of negative reviews and host responses affect potential guests’ booking intentions, as well as the underlying mechanisms and boundary conditions. Across three scenario experiments, the proposed framework was tested. Study 1 reveals a significant interaction between the type of negative reviews (informational vs. social) and host response strategies (problem-focused vs. emotion-focused), highlighting that aligning response strategies with review types is critical for effective negative review management. Study 2 demonstrates that perceptions of host competence and attitude mediate these effects, indicating that potential guests make decisions through psychological inference. Study 3 finds that platform-endorsed credibility signals, such as host badges (Superhost vs. non-Superhost), significantly moderate these relationships. When hosts are Superhosts, informational negative reviews paired with problem-focused responses further enhance competence perceptions and booking intentions; for non-Superhosts, social negative reviews paired with emotion-focused responses improve attitude perceptions and booking intentions. The findings advance theoretical understanding of how signaling mechanisms shape consumer behavior in home-sharing hospitality platforms, and offer practical guidance for hosts and platforms to manage online reputations strategically and effectively.