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The Manager’s Dilemma: A conceptualization of online review manipulation strategies.

Gössling, Stefan LU ; Hall, C.M and Andersson, A.-C (2016) In Current Issues in Tourism
Abstract
Online evaluations are one of the most important innovations in tourism in recent years, often combining a review/rating (business-specific evaluation) and a ranking (inter-business comparison). As online reputation determines economic success, tourism managers may be tempted to manipulate online content. This paper presents the results from a qualitative study involving 20 hotel managers in southern Sweden, and their perspectives on manipulation. Results confirm that there exists a wide range of review manipulation strategies, many of which are difficult to control. Even though only few managers appear to systematically manipulate, online evaluations represent a significant challenge for businesses, as they introduce direct competition... (More)
Online evaluations are one of the most important innovations in tourism in recent years, often combining a review/rating (business-specific evaluation) and a ranking (inter-business comparison). As online reputation determines economic success, tourism managers may be tempted to manipulate online content. This paper presents the results from a qualitative study involving 20 hotel managers in southern Sweden, and their perspectives on manipulation. Results confirm that there exists a wide range of review manipulation strategies, many of which are difficult to control. Even though only few managers appear to systematically manipulate, online evaluations represent a significant challenge for businesses, as they introduce direct competition and foster consumer judgement cultures. It is postulated that managers will increasingly find themselves in a Prisoner's dilemma, representing a situation where engaging in manipulation is the most rational choice in an increasingly competitive market situation. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
collaboration, consumption, management, accommodation sector, online reputation, online reviews
in
Current Issues in Tourism
publisher
Taylor & Francis
external identifiers
  • scopus:84954200049
ISSN
1368-3500
DOI
10.1080/13683500.2015.1127337
language
English
LU publication?
yes
id
a854c080-91a0-470a-af31-8d6d9d4dbd84 (old id 8834315)
date added to LUP
2016-03-07 16:15:00
date last changed
2017-09-11 08:51:26
@article{a854c080-91a0-470a-af31-8d6d9d4dbd84,
  abstract     = {Online evaluations are one of the most important innovations in tourism in recent years, often combining a review/rating (business-specific evaluation) and a ranking (inter-business comparison). As online reputation determines economic success, tourism managers may be tempted to manipulate online content. This paper presents the results from a qualitative study involving 20 hotel managers in southern Sweden, and their perspectives on manipulation. Results confirm that there exists a wide range of review manipulation strategies, many of which are difficult to control. Even though only few managers appear to systematically manipulate, online evaluations represent a significant challenge for businesses, as they introduce direct competition and foster consumer judgement cultures. It is postulated that managers will increasingly find themselves in a Prisoner's dilemma, representing a situation where engaging in manipulation is the most rational choice in an increasingly competitive market situation.},
  author       = {Gössling, Stefan and Hall, C.M and Andersson, A.-C},
  issn         = {1368-3500},
  keyword      = {collaboration,consumption,management,accommodation sector,online reputation,online reviews},
  language     = {eng},
  publisher    = {Taylor & Francis},
  series       = {Current Issues in Tourism},
  title        = {The Manager’s Dilemma: A conceptualization of online review manipulation strategies.},
  url          = {http://dx.doi.org/10.1080/13683500.2015.1127337},
  year         = {2016},
}