WHAT MAKES A SUCCESSFUL HOTEL REPUTATION MANAGEMENT STRATEGY: QUALITATIVE RESEARCH ON TRIPADVISOR HOTEL REVIEWS

Nowadays, the concept of reputation management in hospitality industry is related to the efforts of the hotel management to find the best solutions for handling the reviews and comments of hotel guests left on one of numerous social media channels. The introduction of Web 2.0 technologies has brought about innovation in terms of how contemporary society interacts, allowing people to generate unique content to be published on their preferred social media channel. Hospitality industry faces numerous challenges concerning handling of the user generated content, especially on travel review sites and is trying to be actively involved in creating and maintaining its reputation. The aim of this research paper is to address the vital elements of successful reputation management of a hotel property. In order to do so, the authors have conducted the content analysis of TripAdvisor reviews and responses to these for the hotel property targeted as an example of a good reputation management strategy. The research results will point out the aspects of reputation management hotel managers should pay attention to and should serve as a useful guideline for the hotel’s social media marketing activities.