Beta
ManageSearchChatDiscover
53970

Analyzing Hotel Practices Applied to Encourage and Manage Online Guest Reviews

Article

Last updated: 24 Dec 2024

OverviewSimilar Items

Subjects

-

Tags

-

Abstract

As online reviews grow constantly and influence both consumers' purchase decisions and hospitality companies' possibilities. It seems important for hotel operators to know how to manage and deal with online guest reviews. However, there is a research gap concerning how to encourage and how to manage online guest reviews in the tourism industry in general and in the hotel industry in particular from hospitality companies' perspective. Using IPA method, this study investigates the practices used by hotel marketers to encourage and manage online guest reviews through assessing the importance level and usage level of practices, and testing the gap between these two levels. Self-administrated e-mail questionnaire were distributed to the marketing managers at the 5-star hotels in Egypt. The results indicated a statistically significant negative gap between the level of importance managers assigned to each practice and the usage level of that practice for both encouragement and management practices. Overall, the usage level of practices is lower than the importance level. This finding implied that the hotels and managers did not do a good job in matching practices' importance with practices' usage. Hence, there are opportunities for changes and improvement in the Egyptian 5-star hotels. This study provide hotels with valuable implications for improving and developing their online marketing strategies and practices. 

DOI

10.21608/jaauth.2016.53970

Keywords

Online Review, Encouraging, Managing, Online Communities, IPA

Authors

First Name

Karam

Last Name

Ghazi

MiddleName

-

Affiliation

High Institute of Tourism and Hotels, King Marriott, Alexandria

Email

dr.karam.ghazi@gmail.com

City

-

Orcid

-

Volume

13

Article Issue

3

Related Issue

8235

Issue Date

2016-12-01

Receive Date

2016-09-01

Publish Date

2016-12-01

Page Start

115

Page End

128

Print ISSN

1687-1863

Online ISSN

2682-4612

Article File

JAAUTH_Volume 13_Issue 3_Pages 115-128.pdf

PDF . 235.6kB

Link

https://jaauth.journals.ekb.eg/article_53970.html

Detail API

https://jaauth.journals.ekb.eg/service?article_code=53970

Order

20

Type

Original Article

Type Code

997

Publication Type

Journal

Publication Title

Journal of Association of Arab Universities for Tourism and Hospitality

Publication Link

https://jaauth.journals.ekb.eg/

MainTitle

Analyzing Hotel Practices Applied to Encourage and Manage Online Guest Reviews

Details

Type

Article

Created At

22 Jan 2023