From Content to Intention: How Employee Mentions and Perceived Empathy Shape the Impact of Online Reviews on the Intention to Visit a Tourist Office
(A2026-133559)

AUTHORS

Emna Chaouachi, Université Lumière Lyon 2 - COACTIS; Sébastien Soulez, Université Lumière Lyon 2 - COACTIS

ABSTRACT

This research examines how online review characteristics shape tourists’ intention to visit a local tourism office. Across two experiments, we analyze the cognitive and socio-affective mechanisms activated by review content. Study 1 shows that valence strongly predicts visit intention, an effect fully mediated by organizational image, while employee mentions influence this image without altering valence effects. Study 2 reveals that empathic tone does not directly affect intention but unexpectedly reduces perceived empathy; however, it strengthens the impact of positive reviews. Together, the studies identify two pathways—organizational image and perceived empathy—through which reviews influence behavioral intentions in tourism.