Online Reputation Management Strategies in Hospitality Industry: A Cross-Sectional Study

Abstract

In an era of digital advancement, hospitality business and its positive growth undoubtedly depends on the effective online reputation management skills and strategies implemented by these industries beyond the borders. Since people are connected and exposed to diverse knowledge as part of globalization and technological boom, any industry can survive only with proper communication with customers, which also plays major role in building trust as well as in creating a confident picture of the industry. The quantitative and qualitative analysis conducted over several hotels, resorts and various other hospitality industries reveal the significance of constant engagement with the customers in bringing success to these establishments. The data collected ensure that proactive communication, timely responses, proper feedbacks both to positive and negative reviews, constant customer engagement and transparency are the prerequisite functions in shaping online reputation management system. On the other hand, it is only through these strategies one can ensure maximum visibility to the customers as well as confirm positive growth of hospitality industry. This cross-sectional study examines various hospitality establishments, analyzing their online reputation strategies to provide valuable insights on how to further and develop the same, there by expanding the scope of innovativeness in adopting diverse ORM strategies and skills.