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Online reputation of travel agencies: an empirical study on the Czech market

Author

Listed:
  • Michal Konečný

    (Institute of Technology and Business in České Budějovice, Czech Republic)

  • Kateřina Kutová

    (Institute of Technology and Business in České Budějovice, Czech Republic)

  • Radim Dušek

    (Institute of Technology and Business in České Budějovice, Czech Republic)

  • Daniel Chamrada

    (University of Žilina, Slovakia)

  • Daniel Chamrada

    (Institute of Technology and Business in České Budějovice, Czech Republic)

Abstract

The article aims to analyse the online reputation of six selected travel agencies in the Czech Republic and identify the crucial factors behind the commonly held opinions. The chosen agencies include Blue Style, Fischer, Exim Tours, Čedok, České kormidlo and Alexandria, using descriptive analysis, content analysis and analysis of variance. The reviews cover websites like Mapy.cz, Mahalo.cz, RecenzieCestovie.sk and Google reviews from 2019 through 2023, revealing dramatic changes in opinions in the event of Blue Style, Fischer, Čedok, České kormidlo and Alexandria through the monitored period. Our results are much appreciated by agency owners, offering a deep insight into customer requirements varying in time. The critical factors behind the reputation involve the services offered, transport, quality of couriers, customer service and staff, and vary in significance throughout the agencies. The analysis of variance unveiled differences in the average rating in various periods, i.e. before, during and after the Covid-19 pandemic. Exim Tours was the only exception, indicating a stable average rating. The study is limited by a potential bias in the customer reviews, possibly written by the employees or owners of the agencies. Our outcomes may contribute to strategic planning service improvement, deepening the understanding of the intrinsic factors affecting customer satisfaction and loyalty.

Suggested Citation

  • Michal Konečný & Kateřina Kutová & Radim Dušek & Daniel Chamrada & Daniel Chamrada, 2024. "Online reputation of travel agencies: an empirical study on the Czech market," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 12(2), pages 275-294, December.
    • Handle: RePEc:ssi:jouesi:v:12:y:2024:i:2:p:275-294
    DOI: 10.9770/r5543285992
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    More about this item

    Keywords

    tourism; online reputation; reviews; travel agencies; key factors;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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