Online reputation of travel agencies: an empirical study on the Czech market

Michal Konečný (), Kateřina Kutová (), Radim Dušek (), Daniel Chamrada () and Daniel Chamrada ()
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Michal Konečný: Institute of Technology and Business in České Budějovice, Czech Republic
Kateřina Kutová: Institute of Technology and Business in České Budějovice, Czech Republic
Radim Dušek: Institute of Technology and Business in České Budějovice, Czech Republic
Daniel Chamrada: University of Žilina, Slovakia
Daniel Chamrada: Institute of Technology and Business in České Budějovice, Czech Republic

Entrepreneurship and Sustainability Issues, 2024, vol. 12, issue 2, 275-294

Abstract: The article aims to analyse the online reputation of six selected travel agencies in the Czech Republic and identify the crucial factors behind the commonly held opinions. The chosen agencies include Blue Style, Fischer, Exim Tours, Čedok, České kormidlo and Alexandria, using descriptive analysis, content analysis and analysis of variance. The reviews cover websites like Mapy.cz, Mahalo.cz, RecenzieCestovie.sk and Google reviews from 2019 through 2023, revealing dramatic changes in opinions in the event of Blue Style, Fischer, Čedok, České kormidlo and Alexandria through the monitored period. Our results are much appreciated by agency owners, offering a deep insight into customer requirements varying in time. The critical factors behind the reputation involve the services offered, transport, quality of couriers, customer service and staff, and vary in significance throughout the agencies. The analysis of variance unveiled differences in the average rating in various periods, i.e. before, during and after the Covid-19 pandemic. Exim Tours was the only exception, indicating a stable average rating. The study is limited by a potential bias in the customer reviews, possibly written by the employees or owners of the agencies. Our outcomes may contribute to strategic planning service improvement, deepening the understanding of the intrinsic factors affecting customer satisfaction and loyalty.

Keywords: tourism; online reputation; reviews; travel agencies; key factors (search for similar items in EconPapers)
JEL-codes: M14 M21 M31 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:12:y:2024:i:2:p:275-294

DOI: 10.9770/r5543285992

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