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An Analysis of Hotel's Responses to Negative and Mixed Online Reviews in Varna

Author

Listed:
  • Radostina Prodanova

    (University of Economics - Varna, Varna, Bulgaria)

Abstract

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.

Suggested Citation

  • Radostina Prodanova, 2021. "An Analysis of Hotel's Responses to Negative and Mixed Online Reviews in Varna," Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, Union of Scientists - Varna, Economic Sciences Section, vol. 10(3), pages 33-43, December.
    • Handle: RePEc:vra:journl:v:10:y:2021:i:3:p:33-43
    as

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    File URL: http://su-varna.org/journal/IJUSV-ESS/2021.10.3/33-43.pdf
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    References listed on IDEAS

    as
    1. Baka, Vasiliki, 2016. "The becoming of user-generated reviews: Looking at the past to understand the future of managing reputation in the travel sector," Tourism Management, Elsevier, vol. 53(C), pages 148-162.
    2. Sparks, Beverley A. & So, Kevin Kam Fung & Bradley, Graham L., 2016. "Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern," Tourism Management, Elsevier, vol. 53(C), pages 74-85.
    3. Davide Proserpio & Georgios Zervas, 2017. "Online Reputation Management: Estimating the Impact of Management Responses on Consumer Reviews," Marketing Science, INFORMS, vol. 36(5), pages 645-665, September.
    4. Judith A. Chevalier & Yaniv Dover & Dina MayzlinDina Mayzlin, 2018. "Channels of Impact: User Reviews When Quality Is Dynamic and Managers Respond," Marketing Science, INFORMS, vol. 37(5), pages 688-709, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    hotel online reputation; Booking reviews; online reviews; content analysis; negative reviews; online review responses;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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