Zarządzanie reputacją hotelu na portalu TripAdvisor – analiza strategii stosowanych przez polskie hotele

Aleksandra Piechocka

doi:10.5604/01.3001.0015.0153

Published : 2021-03-30

Vol. 33 No. 1 (2021)

An analysis of strategies used by Polish hotels to manage their reputation on TripAdvisor

Aleksandra Piechocka

DOI: https://doi.org/10.5604/01.3001.0015.0153

Abstract

The purpose of this article is to identify strategies used by Polish hotels concerning online reputation management on TripAdvisor. The study is based on a qualitative analysis of responses made by hotel managers to online reviews posted by guests. The author analysed 100 negative reviews posted on TripAdvisor in 2019 (with “poor” or “terrible” ratings) about various services provided by hotels of different categories from 27 Polish cities. As a result, five reputa-tion management strategies were identified: solution seeking, explanation, delaying, acknowl-edgement and reconciliation. The reconciliatory strategy was found to be the most common one, while delaying was used the least frequently.

Keywords:

TripAdvisor, online reputation management strategies, negative reviews, qualitative analysis, hospitality services

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Piechocka, A. (2021). An analysis of strategies used by Polish hotels to manage their reputation on TripAdvisor. Studia Periegetica, 33(1), 91–105. https://doi.org/10.5604/01.3001.0015.0153

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