Nowadays hotel reviews, published on various travel websites like TripAdvisor, Booking, Expedia and Orbitz, are the main source of information about the quality of services and play a significant role in the purchase decision process. At the same time hotel responses to online reviews are widely regarded as a main online reputation management tool. Researchеrs in this field found that they have a strong impact on hotel occupancy, customer satisfaction and financial profitability. The main purpose of this article is to analyze the response rate and the structure of hotel responses, used by 4-star hotels managers. The data was collected from Booking.com. The results of this study expand the understanding of hotel responses and can be used for creating successful online reputation strategy.
Ajanovic E. and Çizel B. (2015) What makes a successful hotel reputation management strategy: qualitative research on tripadvisor hotel reviews. Conference: SITCON 2015 – competitiveness factors of tourism enterprises.
Baka, V. (2016) The becoming of user-generated reviews: Looking at the past to understand the future of managing reputation in the travel sector. Tourism Management 53:148-162
Chevalier J.,Dover Y. and Mayzlin D. (2018) Channels of Impact: User Reviews When Quality Is Dynamic and Managers Respond. Marketing Science 37(5)
Crant, M. and Bateman, T. (1993) The Proactive Component of Organizational Behavior: A Measure and Correlates. Journal of Organizational Behavior 14(2):103 – 118
Ho, V. (2017a) Achieving service recovery through responding to negative online reviews.
Discour. Commun. 11 (1), 31–50.
Ho, V. (2017b) Giving offense and making amends: how hotel management attempts to manage
rapport with dissatisfied customers. J. Pragmat. 109, 1–11.
Lee, Y., Xie, K. and Besharat, A. (2016) Management response to online WOM: Helpful or detrimental?. In Proceedings of americas conference on information Systems. (San diego, USA).
Leung, D., Law, R., Hoof, H.V. and Buhalis, D. (2013) Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1–2), 3–22.
Levy, S., Duan, W. and Boo, S (2013) An analysis of one-star online reviews and responses in the Washington, D.C., lodging market. Cornell Hospitality Quarterly 54(1): 49–63.
Liu, S., Wang, N., Baojun, G. and Gallivan, M. (2021) To be similar or to be different? The effect of hotel managersˈ rote response on subsequent reviews. Tourism Management 86 (2021), 104346
Min, H., Lim, Y. and Magnini, V. (2014) Factors Affecting Customer Satisfaction in Responses to Negative Online Hotel Reviews: The Impact of Empathy, Paraphrasing, and Speed. Cornell Hospitality Quarterly 56(2):223-231
O’Connor, P. (2010) Managing a hotel’s image on trip advisor. Journal of Hospitality Marketing & Management,19, 754-772.
Park, S.Y. and Allen, J.P. (2013) Responding to Online Reviews: Problem Solving and Engagement in Hotels. Cornell Hospitality Quarter. 54 (1), 64–73.
Proserpio, D. and Zervas, G. (2017) Online reputation management: Estimating the impact of management responses on consumer reviews. Marketing Science, 36(5), 645–665.
Sparks, B. and Bradley, G. (2014) A ‘triple A’ typology of responding to negative consumergenerated online reviews. Journal of Hospitality & Tourism Research, 41(6)
Sparks, B.A., So, K.K.F. and Bradley, G.L. (2016) Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern. Tourism Management, 53, 74–85.
Vásquez, C. (2011) Complaints online: the case of TripAdvisor. J. Pragmat. 43, 1707– 1717.
Vásquez, C. (2014) The Discourse of Online Consumer Reviews. Bloomsbury, London.
Wang, Y. and Chaudhry, A. (2018) When and how managers’ responses to online reviews affect subsequent reviews. Journal of Marketing Research, 55(2), 163–177
Xie, K. L., Zhang, Z. and Zhang, Z. (2014) The business value of online consumer reviews and management response to hotel performance. International Journal of Hospitality Management, 43, 1–12.
Xie, K.L., So, K.K.F. and Wang, W. (2017) Joint effects of management responses and online reviews on hotel financial performance: A data-analytics approach. International Journal of Hospitality Management, 62, 101–110.
Zhang, Y.and Vásquez, C. (2014) Hotels’ responses to online reviews: managing consumer dissatisfaction. Discourse Context Media 6, 54–64
Zheng, T., Youn, H. and Kincaid, C. (2009) An analysis of customers’ e-complaint for luxury resort properties. Journal of Hospitality Marketing & Management, 18(7), 718–729
Internet references:
https://ir.tripadvisor.com/news-releases/news-release-details/tripadvisor-study-reveals-77- travelers-more-likely-book-when
https://www.siteminder.com/r/hotel-reviews-manage-online-property/
