Online Response Management: Hotelier Perspectives from a South African Tourist Destination

• Autorzy: Zea Tomlinson , Esti Venske , Pavla Mokoena

Warianty tytułu

Zarządzanie odpowiedziami na opinie publikowane w internecie z perspektywy hoteli z południowoafrykańskiego ośrodka turystycznego

• Języki publikacji: EN

Abstrakty

EN

The aim of the study was to understand how hotels in Cape Town manage their online reputation when responding to guests' online reviews and how online response management sys-tems are used for this purpose. This exploratory study is based on qualitative data about seven 4-star accommodation establishments located within Cape Town Central City. Because of COVID-19 restrictions, the data were collected during online interviews and by email. The results indicate that the hotels were aware of how negative and positive online reviews could impact the hotel's reputation and were able to use ORM systems to monitor and respond to online reviews in order to maintain good reputation. The authors also propose extending the existing review response framework by the inclusion of positive response actions.(original abstract)

Celem badania przedstawionego w artykule było poznanie, jak hotele w Kapsztadzie zarządzają swoją reputacją w internecie, odpowiadając na recenzje publikowane przez gości, oraz w jaki sposób wykorzystują do tego celu systemy informatyczne przeznaczone do zarządzania opiniami. Badanie opiera się na danych jakościowych dotyczących siedmiu czterogwiazdkowych obiektów noclegowych zlokalizowanych w centrum Kapsztadu. Ze względu na ograniczenia związane z pandemią dane zostały zebrane podczas wywiadów przeprowadzonych przez internet lub za pośrednictwem poczty elektronicznej. Wyniki wskazują, że badane hotele są świadome tego, iż negatywne i pozytywne recenzje publikowane w internecie mogą wpłynąć na reputację hotelu, i większość z nich korzysta z systemów informatycznych do monitorowania i odpowiedniego reagowania na recenzje w trosce o zachowanie dobrej reputacji. Autorki proponują rozszerzenie istniejącego schematu reagowania na recenzje poprzez uwzględnienie odpowiedzi na pozytywne opinie.(abstrakt oryginalny)

Słowa kluczowe

EN

Hotel industry; Internet forums; COVID-19; Tourism; Customer expectations

PL

Hotelarstwo; Fora internetowe; COVID-19; Turystyka; Oczekiwania klientów

• Czasopismo: Studia Periegetica
• Rocznik: 2023
• Numer: nr 1(41)
• Strony: 8

Twórcy

autor

Zea Tomlinson

• Cape Peninsula University of Technology, South Africa

autor

Esti Venske

• Cape Peninsula University of Technology, South Africa

autor

Pavla Mokoena

• Cape Peninsula University of Technology, South Africa

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Identyfikatory

DOI

10.58683/sp.555