A Rating of the Online Reputation Balance in Lodgings

Manuel Rodríguez-Díaz, Raquel Alonso-González, Crina Isabel Rodríguez-Voltes and Ana Cristina Rodríguez-Voltes
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Manuel Rodríguez-Díaz: Department of Economics and Business, University of Las Palmas de Gran Canaria, 35001 LasPalmas, Spain
Raquel Alonso-González: University of Las Palmas de Gran Canaria, 35001 LasPalmas, Spain
Crina Isabel Rodríguez-Voltes: Instituto Canario de Sociología y Educación, 35007 Las Palmas, Spain
Ana Cristina Rodríguez-Voltes: Instituto Canario de Sociología y Educación, 35007 Las Palmas, Spain

Administrative Sciences, 2019, vol. 9, issue 3, 1-18

Abstract: Online reputation is a strategic aspect of lodgings’ image and commercialization. Websites containing tourism reviews have increased their influence on customers’ decisions, leading to the effective management of Internet social media accounts. Customer evaluations of lodgings vary across websites because of differences in the scales used, the variables measured, and the reliability of opinions. The diverse information available on the Internet can produce communication problems in lodgings because the evaluations on online portals can differ. The objective of this paper is to propose an indicator to establish the rating of the online reputation balance, so that lodgings can determine the level of coherence of their communication and image on the Internet. One target for lodging community managers should be to converge different evaluations around a similar value that defines a coherent and real online reputation. The indicator proposed is tested on lodgings of distinct categories in different tourism destinations. Among the aims of the study is to try to provide a simple and practical method for directors to improve the management of hotel communication on the Internet. This is an issue for which research should propose methodologies because it is a new challenge for the competitiveness of accommodations.

Keywords: online reputation; lodging; tourism destination; community manager; customer online review; rating of online reputation (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2019
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