How managers' perceptions of online reviews enhance digital innovation in hotels: The role of technological opportunism
研究酒店管理者对在线评论的感知如何强化技术机会主义与数字创新之间的关系，发现负面评论的调节效应强于正面评论，且渐进式创新对财务绩效的即时影响大于激进式创新。
This study investigates how managers' perceptions of online hotel reviews moderate the relationship between technological opportunism and digital innovation in hotels. While technological capabilities enable hotels to sense and respond to new technologies, the cognitive mechanisms through which managers translate these capabilities into innovations remain underexplored. Drawing upon stakeholder theory, information processing theory, and prospect theory, we examine how hotel managers' interpretations of customer feedback strengthen the conversion of technological capabilities into both incremental and radical digital innovations. Using data from 197 Brazilian hotels collected during March-April 2023, we employed PLS-SEM to test our hypotheses. Results reveal that managers' perceptions of online hotel reviews significantly strengthen the relationship between technological opportunism and both types of digital innovation. We demonstrate asymmetric effects whereby managers' perceptions of negative reviews create significantly stronger moderating effects than positive reviews for both innovation types, confirming loss aversion principles in organizational innovation decisions. Both innovation types positively influence financial performance, with incremental innovations showing stronger immediate effects than radical innovations. This study advances stakeholder theory by demonstrating how customer-generated digital content influences strategic innovation decisions through managerial attention mechanisms. It extends information processing theory by revealing cognitive amplification effects of customer feedback on technological capabilities and contributes to prospect theory by confirming loss aversion principles in organizational innovation decisions. Our findings provide evidence-based guidance for hotel managers, suggesting systematic integration of customer feedback analysis into innovation processes, with particular attention to negative reviews and balanced innovation portfolios that emphasize incremental improvements while pursuing radical transformations.