The effect of reviews on the online reputation of hotels in Latin America
dc.contributor.author
dc.date.accessioned
2022-05-02T10:14:38Z
dc.date.available
2022-05-02T10:16:45Z
dc.date.issued
2021-06
dc.identifier.issn
2535-2318
dc.identifier.uri
dc.description.abstract
The aim of this paper is to analyze the effect of reviews on the online reputation of hotels located in Latin America, by comparing the ratings of GHL hotels that have the highest rankings on TripAdvisor and finding which channels receive the most comments to build a guide for digital marketing strategies. Nowadays, the reviews received on OTA (Online Travel Agencies) and opinion websites reflect the quality management of hotels. This study seeks to demonstrate that when hoteliers consider comments and their guests' opinions, they can improve their ratings and position on the social media their stakeholders utilize. To perform this research, the software REVINATE was used to measure the online reputation in 60 hotels of the GHL Hotel Chain located in Argentina, Bolivia, Chile, Colombia, Costa Rica, Ecuador, Guatemala, Honduras, Nicaragua, and Peru. They were analyzed during a year (2019) highlighting some variables such as Country, Hotel, Channel for receiving opinions, and ranking on Trip Advisor. The results show the channels that are used the most to learn how the comments and the position of the hotel are mirrored to build their online reputation. These channels serve as a tool to create a guide for hotel managers in their digital marketing strategies to reach their targeted audience. Hoteliers should pay close attention to the comments that guests register daily on OTA and review sites because each response given is valued by potential stakeholders. It shows how the hotel's quality is reflected in their position on TripAdvisor and therefore in other OTA
dc.format.extent
21 p.
dc.format.mimetype
application/pdf
dc.language.iso
eng
dc.publisher
Luxor University - Faculty of Tourism and Hotels
dc.relation.isformatof
Reproducció digital del document publicat a: https://ijthm.journals.ekb.eg/article_177921.html
dc.relation.ispartof
International Journal of Tourism and Hospitality Management, 2020, vol. 4, núm. 1, p. 206-226
dc.relation.ispartofseries
Articles publicats (D-OGEDP)
dc.rights
Reconeixement-NoComercial-CompartirIgual 4.0 Internacional
dc.rights.uri
dc.source
Majó, Joaquim Ramírez, Andrea Moya Sánchez, Daissy Hatblathy 2020 The effect of reviews on the online reputation of hotels in Latin America International Journal of Tourism and Hospitality Management 4 1 206 226
dc.subject
dc.title
The effect of reviews on the online reputation of hotels in Latin America
dc.type
info:eu-repo/semantics/article
dc.rights.accessRights
info:eu-repo/semantics/openAccess
dc.type.version
info:eu-repo/semantics/publishedVersion
dc.identifier.idgrec
033087
dc.type.peerreviewed
peer-reviewed
dc.identifier.eissn
2682-3632