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

Summary/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.

• Details
• Contents