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101728 - Monitoring of Web 2.0 User Generated Content in the german-speaking hotel industry

AuthorRiegler Barbara
PrincipalInstitut für Tourismus und Freizeitwirtschaft Wirtschaftsuniversität Wien
SummaryDifferent applications of Web 2.0 offer travellers unexpected options to gather information about hotels during their travel decision process. In order to reduce information asymmetries, they refer to user generated content (UGC) on social software platforms which is based on the experience and opinions of their fellow customers. UGC could have either positive as well as negative impact on the hotel’s online reputation what forces hotel managers to place greater emphasis on monitoring. The study at hand investigates the hospitality industry’s attitude towards the use of social software platforms for marketing purposes as well as if UGC on these platforms is monitored. For this purpose five Austrian experts from the field of social media marketing were firstly interviewed. Subsequently, an online survey was conducted in German speaking countries (Austria, Germany and Switzerland). The analysis of the 693 received questionnaires shows that i) only a minority uses social media for marketing purposes, ii) a high percentage attaches great importance on online reputation and its regular monitoring, iii) offline feedback is more significant than online feedback, iiii) ratings have a high importance, iiiii) in case of negative ratings hotels are seeking contact to the customer and iiiiii) there are differences between the countries identified. Hence, managerial implications are discussed and recommendations are presented.
Number of pages201
Run time08.03.2010 - 08.03.2010
KeywordsReiseentscheidung, Bewertung, Gästezufriedenheit, guest survey, Web 2.0, user generated content, monitoring, social software platform
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