Prethodno priopćenje
https://doi.org/10.32676/n.11.1.1
reputation management in hotel companies
Nataša Rupčić
orcid.org/0000-0002-9915-8881
; Ekonomski fakultet Sveučilišta u Rijeci
Erik Kalčić
; Ekonomski fakultet Sveučilišta u Rijeci
Sažetak
Active online reputation management is becoming increasingly important in the hospitality
industry. This paper examines the relationship between online reviews and profitability in the
hospitality industry. The research sample comprised tourist establishments in Istria. The aim
was to investigate the relationship between the number of reviews and financial results, the
average review and financial results, and the active response to reviews and financial results.
By statistically analyzing variables from Booking.com, such as the number of reviews, average
rating, whether the company responds to reviews and EBITDA margins for the year 2023, the
paper shows the importance of online reputation management strategies and their impact on
financial results. The importance of responding strategically and proactively to reviews and
increasing the number of reviews was shown. However, it was also shown that a higher
average rating is no guarantee of better financial results. By focusing on the above aspects,
the paper aims to provide useful information for hoteliers who are focused on increasing their
competitiveness and profitability through digital marketing activities to improve their reputation.
The paper not only contributes to the academic debate in the field of hotel management, but
also provides practical guidelines for optimizing hotel operations in the digital age.
Ključne riječi
online reputation, tourism, hotel management, eWom
Hrčak ID:
341053
URI
Datum izdavanja:
12.12.2025.
Posjeta: 702 *