A cross-country comparison of accommodation manager perspectives on online review manipulation

Gössling, Stefan (Linnaeus University, Kalmar, Sweden ; Lund University, Helsingborg, Sweden ; Western Norway Research Institute, Sogndal, Norway) ; Zeiss, Harald (Harz University of Applied Sciences, Wernigerode, Germany) ; Hall, C. Michael (University of Canterbury, Christchurch, New Zealand) ; Martin-Rios, Carlos (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Ram, Yael (Ashkelon Academic College, Israel) ; Grøtte, Ivar-Petter (Western Norway Research Institute, Sogndal, Norway)

Accommodation businesses are increasingly dependent on a limited number of reservation platforms. A significant feature of these platforms is guest evaluations, which are transformed into ratings and rankings. As the positioning of the business in comparison to competitors determines customer demand, accommodation managers have considerable interest in maintaining or improving their online reputation. One response may be to engage in manipulation strategies. This paper presents the results of a survey including 270 hotel managers in five countries, Germany, Israel, Norway, Sweden and Switzerland. Managers confirm growing competition as a result of ratings and rankings, and they report that guests are increasingly aware of the importance of reviews. To avert negative online feedback impacts, managers intervene strategically. The paper discusses new market pressures, emergent consumer judgement culture and consumer citizenship, opportunities for legal redress and the emerging importance of reputation management strategies.


Keywords:
Article Type:
scientifique
Faculty:
Economie et Services
School:
EHL
Institute:
Aucun institut
Subject(s):
Economie/gestion
Date:
2019-06
Pagination:
20 p.
Published in:
Current issues in tourism
Numeration (vol. no.):
2019, vol. 22, no. 14, pp. 1744-1763
DOI:
ISSN:
1368-3500
Appears in Collection:



 Record created 2019-10-30, last modified 2019-11-28

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