Title: Multifactor analysis of online reputation as a tool for enhancing competitiveness of selected tourism entities

Authors: Frantisek Pollak; Nella Svetozarovova; Bozka Malinak

Addresses: Faculty of Management, University of Presov, Ul. Konstantinova 16, 080 01 Presov, Slovakia ' Faculty of Management, University of Presov, Ul. Konstantinova 16, 080 01 Presov, Slovakia ' Acuity Engineering and Consulting Services Ltd., 776 Ormsby Road West NW, Edmonton AB, T5T6E5, Canada

Abstract: The paper discusses the issue of online reputation, more specifically the ways and methods of its measurements in selected entities operating in the tourism sector. A multifactor analysis of reputation in the virtual world of the internet was conducted on a specific sample of entities - 17 hotels operating in a selected local destination. Taking into account all the relevant factors - entities ratings on major internet sites such as Google, Booking, TripAdvisor and Facebook, these ratings are normalised and compared against the widespread sentiment analysis, which provides a relevant perspective on a selected entity through the eyes of a model customer - internet user. By using a statistical testing, relationships between factors are examined in order to identify and describe basic facts affecting online reputation of selected entities, in the hyper competitive market environment of the internet. The findings identified by the analysis conducted on the local market can be used in any market for the purpose of increasing competitiveness of selected tourism entities.

Keywords: online reputation; reputation management; reputator; customer; internet; destinations; tourism entity.

DOI: 10.1504/GBER.2018.090074

Global Business and Economics Review, 2018 Vol.20 No.2, pp.231 - 247

Received: 13 May 2016
Accepted: 31 Oct 2016

Published online: 28 Feb 2018 *

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