This study aims to understand current Italian hotel managers’ practices in monitoring online reviews included on travel websites and online travel agencies. Results obtained by a web survey indicate what hotel managers monitor (rating, rankings, guest comments regarding different service elements) and managers’ orientation in replying to customer reviews. Findings may support online reputation management tools providers and consulting firms by highlighting the degree of hoteliers’ interest in UGC monitoring and providing insights on possible factors that differentiate current management practices and should be considered in order to offer technical solutions coherent with the distinctiveness of Italian context.
Online Reputation Monitoring: An Exploratory Study on Italian Hotel Managers’ Practices / Aureli, Selena; Supino, Enrico. - In: INTERNATIONAL JOURNAL OF HOSPITALITY & TOURISM ADMINISTRATION. - ISSN 1525-6480. - STAMPA. - 18:1(2017), pp. 84-109. [10.1080/15256480.2016.1264903]
Online Reputation Monitoring: An Exploratory Study on Italian Hotel Managers’ Practices
AURELI, SELENA;SUPINO, ENRICO
2017
Abstract
This study aims to understand current Italian hotel managers’ practices in monitoring online reviews included on travel websites and online travel agencies. Results obtained by a web survey indicate what hotel managers monitor (rating, rankings, guest comments regarding different service elements) and managers’ orientation in replying to customer reviews. Findings may support online reputation management tools providers and consulting firms by highlighting the degree of hoteliers’ interest in UGC monitoring and providing insights on possible factors that differentiate current management practices and should be considered in order to offer technical solutions coherent with the distinctiveness of Italian context.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
