The Importance of Online Reputation Management in Four- and Five-Star Hotes

2022 ◽  
pp. 297-320
Author(s):  
Catarina Silva ◽  
Miguel Belo
Keyword(s):  
Consumer Satisfaction ◽  
Online Survey ◽  
Hotel Industry ◽  
Online Reviews ◽  
Reputation Management ◽  
The Internet ◽  
Current Investigation ◽  
Critical Factors ◽  
Short Period ◽  
Online Reputation

In recent years, online reputation management has become increasingly crucial in the hotel industry, as online reviews have become one of the most critical factors in choosing accommodation. Consequently, hotels have adapted themselves to this new reality and define strategies focused on online reputation management, whose primary goal is to monitor and correct unwanted situations verified on the internet. Regarding its importance, several investigations about online reputation management have been made, but mostly about their impact on consumer satisfaction and decision-making. This investigation shows that hotels in Lisbon adopt adequate strategies in both four and five-star hotels, and their classification (star rating) did not influence the strategies chosen by them. Additionally, hotels with the same classification have similar strategies, in contrast to some investigations in the literature. Finally, the method of data collection chosen for the current investigation was the online survey, since it allows the collection of a significant volume of data in a short period.

scholarly journals Investigation of Radiation Oncologists’ Awareness of Online Reputation Management (Preprint)

2018 ◽  
Author(s):  
Jonathan Fredric Waxer ◽  
Sudesh Srivastav ◽  
Christian Steven DiBiase ◽  
Steven Joseph DiBiase
Keyword(s):  
Patient Satisfaction ◽  
Radiation Oncology ◽  
Online Survey ◽  
Statistical Significance ◽  
Correlation Coefficients ◽  
Online Reviews ◽  
Reputation Management ◽  
Fisher Exact Test ◽  
Radiation Oncologists ◽  
Online Reputation

BACKGROUND Online reputation management (ORM) is an emerging practice strategy that emphasizes the systematic and proactive monitoring of online reviews relating to one’s professional reputation. OBJECTIVE We developed this survey project to assess whether radiation oncologists are aware of ORM and how it is utilized in their practices. We hypothesized that ORM is largely unknown by most practicing radiation oncologists and that little time is spent actively managing their reputations. METHODS An online survey was submitted to 1222 radiation oncologists using the Qualtrics research platform. Physician emails were gathered from the American Society for Radiation Oncology member directory. A total of 85 physicians initiated the survey, whereas 76 physicians completed more than or equal to 94% (15/16) of the survey questions and were subsequently used in our analyses. The survey consisted of 15 questions querying practice demographics, patient satisfaction determination, ORM understanding, and activities to address ORM and 1 question for physicians to opt-in to a US $50 Amazon gift card raffle. The survey data were summarized using a frequency table, and data were analyzed using the Chi-square test, Fisher exact test, and Spearman correlation coefficients. RESULTS We calculated a 7% (85/1222) response rate for our survey, with a completion rate of 89% (76/85). A majority of respondents (97%, 74/76) endorsed being somewhat or strongly concerned about patient satisfaction (P<.001). However, 58% (44/76) of respondents reported spending 0 hours per week reviewing or managing their online reputation and 39% (30/76) reported spending less than 1 hour per week (P<.001). A majority of physicians (58%, 44/76) endorsed no familiarity with ORM (P<.001) and 70% (53/76) did not actively manage their online reputation (P<.001). Although 83% (63/76) of respondents strongly or somewhat believed that patients read online reviews (P<.001), 57% (43/76) of respondents did not check their online reviews (P=.25) and 80% (61/76) endorsed never responding to online reviews (P<.001). Moreover, 58% (44/76) of the respondents strongly or somewhat supported the idea of managing their online reputation going forward (P=.001). In addition, 11 out of the 28 pairs of questions asked in our correlation studies reached statistical significance. Degree of concern for patient satisfaction and the notion of managing one’s ORM going forward were the 2 most frequently correlated topics of statistical significance in our analyses. CONCLUSIONS ORM is presently under-recognized in radiation oncology. Although most practitioners are concerned about patient satisfaction, little effort is directed toward the internet on this matter. ORM offers an area of practice improvement for many practicing radiation oncologists.

Reputation management in cyberspace: evidence from Jordan’s luxury hotel market

2019 ◽  
Vol 10 (1) ◽  
pp. 107-120 ◽  
Author(s):  
Zaid Alrawadieh ◽  
Mithat Zeki Dincer
Keyword(s):  
Response Rate ◽  
Online Reviews ◽  
Reputation Management ◽  
Future Research ◽  
Content Type ◽  
Luxury Hotels ◽  
Hotel Managers ◽  
Online Reputation ◽  
Luxury Hotel ◽  
Managerial Response

PurposeDrawing on a sample of 520 negative reviews posted on TripAdvisor against all five-star hotels operating in Petra, Jordan, the purpose of this paper is to evaluate the response of luxury hotels to negative online reviews by considering the Response Rate (RR), the Response Time (RT) and the Response Content (RC).Design/methodology/approachA deductive content analysis was used on hotels’ managerial responses. Based on the literature review, a four-construct scheme was identified to guide the analysis including Appreciation; Apology; Explanation; and Incentive. The managerial responses were carefully read and manually coded based on the four-construct scheme. The time between the review posting date and the date of the managerial response was also recorded. Luxury hotel managers were also surveyed to obtain insights into their perceptions and practices with respect to online reputation management.FindingsThe findings call into question luxury hotels’ awareness of the harmful impact of negative online reviews. Specifically, the findings suggest that less than half of the negative reviews received a managerial response, and that more than half of these were standardized and did not refer to the issues raised in the reviews. The low response rate coupled with the hotel managers’ consensus on the importance of answering all online reviews indicates inconsistency between hotel managers’ perceptions and practices with regard to online reputation management.Originality/valueThe paper adds to the ongoing debate on reputation management in the hospitality industry by considering the managerial response to negative online reviews. The paper discusses several managerial implications for hotel managers as well as avenues for future research.

“Please write a (great) online review for my hotel!” Guests’ reactions to solicited reviews

2017 ◽  
Vol 24 (2) ◽  
pp. 148-158 ◽  
Author(s):  
Francesca Magno ◽  
Fabio Cassia ◽  
Attilio Bruni
Keyword(s):  
Management Strategy ◽  
Online Reviews ◽  
Psychological Reactance ◽  
Reputation Management ◽  
Online Review ◽  
Knowledge Gap ◽  
Behavioral Reactions ◽  
Online Reputation

With the aim of enhancing their online reputation, several hospitality businesses have started soliciting their guests to write online reviews. Available studies have not yet evaluated the effects of this strategy. To fill this knowledge gap, this study draws on the theory of psychological reactance and investigates guests’ attitudinal and behavioral reactions to received solicitations. Evidence collected from a sample of Italian travelers indicates that soliciting reviews has both benefits and drawbacks: It increases the number of reviews for the business, but it also irritates a significant share of guests. Particularly high levels of irritation arise when a business explicitly asks its guests to write positive reviews. The implications of these findings for the reputation management strategy of hospitality businesses are discussed.

TripAdvisor and reputation: a case study of the hotel industry in Cyprus

2017 ◽  
Vol 12 (3) ◽  
pp. 316-334 ◽  
Author(s):  
Nicholas Nicoli ◽  
Evgenia Papadopoulou
Keyword(s):  
Social Media ◽  
Hotel Industry ◽  
Communication Strategy ◽  
Reputation Management ◽  
Annual Reports ◽  
Content Type ◽  
Online Reputation ◽  
The Impact ◽  
And Training

Purpose The purpose of this paper is to examine the significance of TripAdvisor on reputation within the hotel industry. TripAdvisor encapsulates key themes in establishing an online reputation strategy in an evolving digital landscape. Design/methodology/approach Through the use of an exploratory case study, data were gathered primarily by means of a series of expert interviews within the hotel industry in Cyprus, today a mature holiday destination in Europe. Further data collection included a document search of presentations, annual reports, past surveys and sales and marketing literature from the examined industry. Findings Hotel communication practitioners are fully aware of the impact of social media in managing reputation. Constant monitoring, prompt responses, training and transparency were identified as key factors. Online reputation management needs to be taken into consideration when designing a comprehensive integrated communication strategy. Research limitations/implications Congruence amongst interviewees in certain areas could be on account of the homogeneity of practitioners, of their background and training and of similar organisational cultures across the locale of study. This leads to limits in the generalisations from this study’s findings. Practical implications Encouragement and training of employees were amongst the primary suggestions that emerged. An internal and external environmental scan, recognising possible strengths, weaknesses, opportunities and threats, which could assist in the effective engagement and monitoring of the organisation’s online presence, were also suggested. Originality/value The uniqueness of the study lies in its exploration of reputation management of a well-known traveller’s platform by addressing social media content in both a proactive and reactive manner.

Implementing an Online Marketing Strategy for an IT Company

2018 ◽  
Vol 27 ◽  
pp. 268-273
Author(s):  
Mirona Ana Maria Popescu ◽  
Silviu Valentin Miroslav
Keyword(s):  
Online Reviews ◽  
Online Marketing ◽  
Decision Makers ◽  
The Internet ◽  
Access To Information ◽  
The Face ◽  
Solid Foundation ◽  
Online Reputation ◽  
Online Feedback ◽  
Viral Form

This paper aims to introduce an innovative integrated online feedback tool to gather user-generated information from the online visitors of a company’s website. In this particular example, are presented the benefits of adopting such a tool in the case of an IT company. As growth can be obtained only through customer satisfaction, this tool would enable the Company’s decision-makers to have real-time access to information on their clients’ feedback. With the help of the online reviews, a new kind of marketing and communication emerged, that helps filling the gap between the old traditional review to a viral form of feedback that can increase exponentially the value of a business. Online reviews are one of the biggest aspects for any business that wants to take control and keep a good online reputation. Reviewing has entirely changed the face of the online marketing since the Internet caused a revolution in selling. Reviewing allows businesses to be active and positive regarding the participation of the consumers, and gives them a solid foundation for creating a relationship between the consumer and the business

scholarly journals Facebook's role in online reputation management

2020 ◽  
Vol 6 ◽  
pp. 62-68
Author(s):  
Tănase Tasențe
Keyword(s):  
Image Analysis ◽  
Reputation Management ◽  
The Internet ◽  
Press Coverage ◽  
Online Environment ◽  
Online Content ◽  
Internet Users ◽  
The Social ◽  
Online Reputation

Controlling online content with a brand, which performs well in search and social results, is considered a major force when it comes to image analysis in the online environment. Positive reviews, press coverage and other beneficial materials are also considered useful for a brand. In addition, a strong search profile, including links from authoritative sites to positive online content, is a form of advantage. In order to investigate the interaction of Facebook users, a questionnaire was prepared which was distributed and completed by online users. The role of the questionnaire is to capture users' perception of the importance they attach to their image from the perspective of their personal Facebook profile. The objectives of the study were to identify the main reasons why Internet users use the Facebook site, the frequency with which they access the social network, the most used device for logging in and the evaluation of affirmations that confirm or disprove the use of Facebook to promote the personal image. The questionnaire was distributed on the Internet and on several Facebook groups with over 50,000 members, between June 10 and 25, 2019.

scholarly journals ONLINE REPUTATION CONCEPTUALIZATION

2020 ◽  
Vol 3 (1) ◽  
pp. 65-76
Author(s):  
Shiddiq Sugiono
Keyword(s):  
Reputation Management ◽  
The Internet ◽  
Sources Of Information ◽  
Literature Study ◽  
Online Activity ◽  
Main Medium ◽  
Information And Communication ◽  
Online Reputation ◽  
The Impact ◽  
Activity Strategy

The development of information and communication technology is considered to have expanded the concept of reputation in the online realm. This expansion has an urgency for further investigation because in this case the internet has become the main medium used to find various sources of information. The purpose of this study is to further conceptualize online reputation and map the variables that become the impact of this concept based on studies from various academic literature. This article is a literature study using systematic literature review techniques through a qualitative approach. Basically, online reputation is rooted in the concept of word of mouth, this is consistent with the organizational reputation management model that has been formulated previously. The availability of various information on the internet becomes a source for someone to determine the reputation of an object. Online reputation must be followed by management efforts so that the expected results of the online activity strategy can be obtained. The variables that are the impact of online reputation management include: verification of asymmetric information, building personal and product brands, building brand loyalty, building trust in conducting online transactions.

The impact of COVID-19 on hotel customer satisfaction: evidence from Beijing and Shanghai in China

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaolong Sun ◽  
Fuxin Jiang ◽  
Gengzhong Feng ◽  
Shouyang Wang ◽  
Chengyuan Zhang
Keyword(s):  
Text Mining ◽  
Customer Satisfaction ◽  
Consumer Satisfaction ◽  
Topic Model ◽  
Hotel Industry ◽  
Online Reviews ◽  
Control Measures ◽  
Content Type ◽  
Before And After ◽  
The Impact

Purpose The purpose of this study is to provide better service to hotel customers during the COVID-19 era. Specifically, this study focuses on understanding the changes in hotel customer satisfaction during the epidemic and formulating effective marketing strategies to satisfy and attract guests. Design/methodology/approach As the first victim of the COVID-19 virus, China’s hotel industry has been profoundly affected and customer satisfaction and needs have also changed. Taking 105,635 hotel reviews obtained from Tripadvisor.com in Beijing and Shanghai as samples, this study explores the changes in consumer satisfaction by using text-mining methods. Findings The results suggest that there are significant differences in overall ratings, spatial distribution and ratings of different traveller types before and after the epidemic. Generally, customers have higher “tolerance” and are more inclined to give higher ratings and pay more attention to hotel prevention and control measures to reduce health risks after the COVID-19. Research limitations/implications This paper proves the changes in customer satisfaction before and after the COVID-19 at the theoretical level and reveals the changes in customer attention through the topic model and provides a basis for guiding hotel managers to reduce the impact of the COVID-19 crisis. Practical implications Empirical findings would provide useful insights into tourism management and improve hotel service quality during the COVID-19 epidemic era. Originality/value This research explores the hotel customer satisfaction in the field of hotel management before COVID-19 and after COVID-19, by using text mining to analyse mandarin online reviews. The results of this study will suggest that the hotel industry should continuously adjust its products and services based on the effective information obtained from customer reviews, so as to realize the activation and revitalization of the hotel industry in the epidemic era.

scholarly journals CONTEMPORARY DATA ANALYSIS TECHNIQUES FOR ONLINE REPUTATION MANAGEMENT IN HOSPITALITY AND TOURISM

2019 ◽  
pp. 059
Author(s):  
Olivera Grljević ◽  
Zita Bošnjak ◽  
Saša Bošnjak
Keyword(s):  
Logistic Regression ◽  
Data Analysis ◽  
Online Reviews ◽  
Tourism Industry ◽  
Reputation Management ◽  
Analysis Techniques ◽  
Online Comments ◽  
Online Reputation ◽  
Logistic Regression Classifier

Knowing what attracts or deters tourists to/from a tourist visit and what products to offer them and to pay special attention to is crucial for good economic results. Such knowledge can be obtained by analysis of online comments and reviews that tourists leave on travel websites (such as Booking, TripAdvisor, Trivago, etc.). This paper describes the value which information about opinions and emotions hidden in online reviews has for managers who receive it, especially the knowledge of (dis)satisfaction of users with certain aspects of the tourist offer. Uncovered knowledge from online reviews provides a chance to take advantage of the strong points, and correct the shortcomings through timely corrective measures and actions. Contemporary approaches and methods of analyzing online reviews and the opportunities for development they provide in the tourism industry are described through a case study conducted over a subset of 20491 hotel reviews from TripAdvisor. We have conducted sentiment analysis of reviews with the goal of building an automated model which will successfully distinguish positive from negative reviews. Logistic Regression classifier has the best performance, in 90% of reviews it has correctly classified positive reviews and in 83% negative. We have illustrated how association rules can help management to uncover relationships between concepts under discussion in negative and positive reviews.

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