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Title: A rating of the online reputation balance in lodgings
Authors: Rodríguez Díaz, Manuel 
Alonso González, Raquel
Rodriguez Voltes, Crina Isabel
Rodriguez Voltes, Ana Cristina
UNESCO Clasification: 531290 Economía sectorial: turismo
Keywords: Social Media
Customer satisfaction
Hotel Industry
Consumer Perceptions
Service Quality, et al
Issue Date: 2019
Journal: Administrative Sciences 
Abstract: Online reputation is a strategic aspect of lodgings' image and commercialization. Websites containing tourism reviews have increased their influence on customers' decisions, leading to the effective management of Internet social media accounts. Customer evaluations of lodgings vary across websites because of differences in the scales used, the variables measured, and the reliability of opinions. The diverse information available on the Internet can produce communication problems in lodgings because the evaluations on online portals can differ. The objective of this paper is to propose an indicator to establish the rating of the online reputation balance, so that lodgings can determine the level of coherence of their communication and image on the Internet. One target for lodging community managers should be to converge different evaluations around a similar value that defines a coherent and real online reputation. The indicator proposed is tested on lodgings of distinct categories in different tourism destinations. Among the aims of the study is to try to provide a simple and practical method for directors to improve the management of hotel communication on the Internet. This is an issue for which research should propose methodologies because it is a new challenge for the competitiveness of accommodations.
ISSN: 2076-3387
DOI: 10.3390/admsci9030058
Source: Administrative Sciences [ISSN 2076-3387], v. 9(3)
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