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A cross-country comparison of accommodation manager perspectives on online review manipulation

Gössling, Stefan LU ; Zeiss, Harald; Hall, C. Michael; Martin-Rios, Carlos; Ram, Yael and Grøtte, Ivar Petter (2018) In Current Issues in Tourism p.1-20
Abstract

Accommodation businesses are increasingly dependent on a limited number of reservation platforms. A significant feature of these platforms is guest evaluations, which are transformed into ratings and rankings. As the positioning of the business in comparison to competitors determines customer demand, accommodation managers have considerable interest in maintaining or improving their online reputation. One response may be to engage in manipulation strategies. This paper presents the results of a survey including 270 hotel managers in five countries, Germany, Israel, Norway, Sweden and Switzerland. Managers confirm growing competition as a result of ratings and rankings, and they report that guests are increasingly aware of the importance... (More)

Accommodation businesses are increasingly dependent on a limited number of reservation platforms. A significant feature of these platforms is guest evaluations, which are transformed into ratings and rankings. As the positioning of the business in comparison to competitors determines customer demand, accommodation managers have considerable interest in maintaining or improving their online reputation. One response may be to engage in manipulation strategies. This paper presents the results of a survey including 270 hotel managers in five countries, Germany, Israel, Norway, Sweden and Switzerland. Managers confirm growing competition as a result of ratings and rankings, and they report that guests are increasingly aware of the importance of reviews. To avert negative online feedback impacts, managers intervene strategically. The paper discusses new market pressures, emergent consumer judgement culture and consumer citizenship, opportunities for legal redress and the emerging importance of reputation management strategies.

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Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
epub
subject
keywords
Consumer citizenship, hotels, manipulation, online reviews, rankings, ratings
in
Current Issues in Tourism
pages
20 pages
publisher
Taylor & Francis
external identifiers
  • scopus:85044251436
ISSN
1368-3500
DOI
10.1080/13683500.2018.1455171
language
English
LU publication?
yes
id
9552f6e5-9e1a-4381-9069-4ea16b66384b
date added to LUP
2018-04-03 14:29:45
date last changed
2019-07-16 03:46:49
@article{9552f6e5-9e1a-4381-9069-4ea16b66384b,
  abstract     = {<p>Accommodation businesses are increasingly dependent on a limited number of reservation platforms. A significant feature of these platforms is guest evaluations, which are transformed into ratings and rankings. As the positioning of the business in comparison to competitors determines customer demand, accommodation managers have considerable interest in maintaining or improving their online reputation. One response may be to engage in manipulation strategies. This paper presents the results of a survey including 270 hotel managers in five countries, Germany, Israel, Norway, Sweden and Switzerland. Managers confirm growing competition as a result of ratings and rankings, and they report that guests are increasingly aware of the importance of reviews. To avert negative online feedback impacts, managers intervene strategically. The paper discusses new market pressures, emergent consumer judgement culture and consumer citizenship, opportunities for legal redress and the emerging importance of reputation management strategies.</p>},
  author       = {Gössling, Stefan and Zeiss, Harald and Hall, C. Michael and Martin-Rios, Carlos and Ram, Yael and Grøtte, Ivar Petter},
  issn         = {1368-3500},
  keyword      = {Consumer citizenship,hotels,manipulation,online reviews,rankings,ratings},
  language     = {eng},
  month        = {03},
  pages        = {1--20},
  publisher    = {Taylor & Francis},
  series       = {Current Issues in Tourism},
  title        = {A cross-country comparison of accommodation manager perspectives on online review manipulation},
  url          = {http://dx.doi.org/10.1080/13683500.2018.1455171},
  year         = {2018},
}