The Impact of Negative Opinion Recovery Strategies for Scenic Area Short Videos on Public Satisfaction in the Context of Varying Public Involvement

Chen Jinghao; Li Wensi; Gu Lian

doi:10.13266/j.issn.2095-5472.2025.029

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Knowledge Management Forum ›› 2025, Vol. 10 ›› Issue (5) : 441-452. DOI: 10.13266/j.issn.2095-5472.2025.029 CSTR: 32306.14.CN11-6036.2025.029

The Impact of Negative Opinion Recovery Strategies for Scenic Area Short Videos on Public Satisfaction in the Context of Varying Public Involvement

Chen Jinghao ¹^,² ,
Li Wensi ³ ,
Gu Lian ¹

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Abstract

[Purpose/Significance] Focusing on sudden incidents at tourist attractions within the short-video public opinion environment, this study aims to explore the most effective recovery strategies (apology, rectification, compensation) to restore public trust and enhance post-recovery satisfaction. [Method/Process] Using an online experiment, a 4 (recovery strategy: apology, rectification, compensation, no remedy) × 2 (involvement: high, low) between-subjects design was implemented. Short videos of service failures at tourist attractions served as stimulus materials to examine the effects of different strategies on public negative emotions and satisfaction under varying levels of involvement. [Result/Conclusion] The results indicate that among the recovery strategies, compensation is the most effective, followed by rectification, and then apology. Effective recovery enhances satisfaction by mitigating the public’s negative emotions. Public involvement plays a key moderating role: under high involvement, compensation is the optimal strategy for emotional remediation; under low involvement, rectification and compensation are equally effective in alleviating negative emotions.

Key words

short videos / negative public opinion / public opinion recovery / tourist attractions / involvement

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Chen Jinghao , Li Wensi , Gu Lian. The Impact of Negative Opinion Recovery Strategies for Scenic Area Short Videos on Public Satisfaction in the Context of Varying Public Involvement[J]. Knowledge Management Forum. 2025, 10(5): 441-452 https://doi.org/10.13266/j.issn.2095-5472.2025.029

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陈璟浩：研究构思与方案设计，论文撰写、修改与定稿；

李文思：数据收集、整理与分析，论文撰写与修改；

顾　连：数据收集，组织协调。

Funding

Fund project(s): This work is supported by the National Social Science Fund of China（NSSFC） project titled "Research on the Principle and Intervention Strategy of Emotional Polarization in Short-video Public Opinion"(22BTQ046)