Journal
CURRENT ISSUES IN TOURISM
Volume 21, Issue 5, Pages 484-503Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/13683500.2015.1127337
Keywords
collaboration; consumption; management; accommodation sector; online reputation; online reviews
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Online evaluations are one of the most important innovations in tourism in recent years, often combining a review/rating (business-specific evaluation) and a ranking (inter-business comparison). As online reputation determines economic success, tourism managers may be tempted to manipulate online content. This paper presents the results from a qualitative study involving 20 hotel managers in southern Sweden, and their perspectives on manipulation. Results confirm that there exists a wide range of review manipulation strategies, many of which are difficult to control. Even though only few managers appear to systematically manipulate, online evaluations represent a significant challenge for businesses, as they introduce direct competition and foster consumer judgement cultures. It is postulated that managers will increasingly find themselves in a Prisoner's dilemma, representing a situation where engaging in manipulation is the most rational choice in an increasingly competitive market situation.
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