The manager's dilemma: a conceptualization of online review manipulation strategies
| Autor: | C. Michael Hall, Ann-Christin Andersson, Stefan Gössling |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Conceptualization
business.industry media_common.quotation_subject 05 social sciences Geography Planning and Development Judgement Control (management) Public relations Competition (economics) Dilemma Tourism Leisure and Hospitality Management 0502 economics and business Economics 050211 marketing Marketing business 050212 sport leisure & tourism Tourism Reputation media_common Qualitative research |
| Zdroj: | Current Issues in Tourism. 21:484-503 |
| ISSN: | 1747-7603 1368-3500 |
| DOI: | 10.1080/13683500.2015.1127337 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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