The manager's dilemma: a conceptualization of online review manipulation strategies

Stefan Gössling, C. Michael Hall and Ann-Christin Andersson

Current Issues in Tourism, 2018, vol. 21, issue 5, 484-503

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.

Date: 2018
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DOI: 10.1080/13683500.2015.1127337

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