An Analysis of Hotel's Responses to Negative and Mixed Online Reviews in Varna

Radostina Prodanova ()
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Radostina Prodanova: University of Economics - Varna, Varna, Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2021, vol. 10, issue 3, 33-43

Abstract: Nowadays hotel reviews, published on various travel websites like TripAdvisor, Booking, Expedia and Orbitz, are the main source of information about the quality of services and play a significant role in the purchase decision process. At the same time hotel responses to online reviews are widely regarded as a main online reputation management tool. Researchеrs in this field found that they have a strong impact on hotel occupancy, customer satisfaction and financial profitability. The main purpose of this article is to analyze the response rate and the structure of hotel responses, used by 4-star hotels managers. The data was collected from Booking.com. The results of this study expand the understanding of hotel responses and can be used for creating successful online reputation strategy.

Keywords: hotel online reputation; Booking reviews; online reviews; content analysis; negative reviews; online review responses (search for similar items in EconPapers)
JEL-codes: L83 L86 M31 (search for similar items in EconPapers)
Date: 2021
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