Effective Online Hotel Reputation Management Strategies of TripAdvisor

Hwang, Soo-Jung; Juyeon Ham; CHUNG NAMHO

doi:10.17086/JTS.2021.45.8.33.56

Recently, hotel companies have been struggling with low economic growth, population decline and the oversupply of hotel markets. In particular, hotels are expected to suffer from external threats such as COVID-19. In this situation, the role of online word of mouth is becoming more important due to the influence of the Internet. While the importance of online reviews is emphasized from the perspective of hotel managers, current online review studies in the hospitality industry have been conducted primarily from the user's perspective and not many studies address online reviews from the perspective of hotel managers. Therefore, this study seeks to explore factors affecting ranking on TripAdvisor, one of the online review platforms. To present implications for the effective online review management strategy of the hotel. we attempted to explore the perspectives of hotel managers rather than the perspective of hotel customers A total of 103 hotel data were collected and the fuzzy-set Qualitative Comparative Analysis (fsQCA) was applied to analyze the data, resulting in a total of 4 types of patterns. We discovered four strategies to increase the rankings of TripAdvisor. First, in the case of a large hotel whose location is far from the airport, it is necessary to focus on the positive reviews. Second, if the latest number of reviews was not large, the manager's response was the most important regardless of the size or location of the hotel. Third, when the location of the hotel was close to the airport, manager's response was the most important. Lastly, in the case of a large hotel, it was most important to focus on the number of latest reviews. Based on the above strategy, practical implications for hotels to increase TripAdvisor's rankings were drawn and future research directions were presented.

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