Managing A Hotel S Image On TripAdvisor

Topics: User-generated content, Hotel, Travel agency Pages: 20 (7863 words) Published: November 27, 2014
This article was downloaded by: [Sheffield Hallam University] On: 12 November 2014, At: 01:24
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Journal of Hospitality Marketing &
Management
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subscription information:
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Managing a Hotel's Image on TripAdvisor
Peter O'Connor

a

a

Department of Information Systems and Decision Sciences, Essec Business School , Cergy-Pontoise, France
Published online: 13 Sep 2010.

To cite this article: Peter O'Connor (2010) Managing a Hotel's Image on TripAdvisor, Journal of Hospitality Marketing & Management, 19:7, 754-772, DOI: 10.1080/19368623.2010.508007 To link to this article: http://dx.doi.org/10.1080/19368623.2010.508007

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Journal of Hospitality Marketing & Management, 19:754–772, 2010 Copyright © Taylor & Francis Group, LLC
ISSN: 1936-8623 print/1936-8631 online
DOI: 10.1080/19368623.2010.508007

Managing a Hotel’s Image on TripAdvisor
PETER O’CONNOR

Downloaded by [Sheffield Hallam University] at 01:24 12 November 2014

Department of Information Systems and Decision Sciences,
Essec Business School, Cergy-Pontoise, France

User-generated content is rapidly gaining traction as an input into the consumer purchase decision making process. After
examining the implications of the developing Web 2.0 phenomenon for travel businesses, this article focuses on TripAdvisor (www.tripadvisor.com), the largest online network of travel consumers. Using a sample of 100 hotels randomly selected from the London market, it shows that TripAdvisor displays detailed rich data that can be used in travel planning. Content analysis was used to identify common causes of satisfaction and dissatisfaction among reviewers. It was also discovered that few hotels are actively managing their reputation on the TripAdvisor site. Despite a facility to respond to criticism, few hotels used this option, calling into question how seriously hotels are managing user-generated content. Analyses also suggested that the belief that user-generated content sites have been compromised by false reviews is unfounded, with little evidence being found of reviews with characteristics that typify false postings.

KEYWORDS Travel, user-generated content, electronic word-ofmouth

INTRODUCTION
Just as the growth in the use of the World Wide Web in the mid-1990s had important implications for commerce, the online revolution currently in progress (dubbed Web 2.0) potentially could have similar effects. The Internet is evolving...

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