A proposal for measuring hotels’ managerial responses to User-Generated-Content Reviews
Despite the fact that User-Generated-Content (UGC) has emerged as a widely implemented practice in many disciplines and industries, including tourism and hospitality, academic research lacks a measurement method for hotels’ managerial responses to UGCReviews (UGC-R). Based on data from a survey o...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2018-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/995/pdf_85 |
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| Summary: | Despite the fact that User-Generated-Content (UGC) has emerged as
a widely implemented practice in many disciplines and industries,
including tourism and hospitality, academic research lacks a
measurement method for hotels’ managerial responses to UGCReviews (UGC-R). Based on data from a survey of 335 hotels, this
article validates a 32-item UGC-Review scale that, through a battery
of exploratory factorial analysis tests, comprises 6 constructs:
identification of the reputation landscape; assessment of changes in
the company´s ratings and rankings over time; determination of the
publication reach; comparison with industry competitors; review and
comparison of ranking methodologies and increased reputational
scores. The results show that the proposal scale demonstrates
reliability and dimensionality. The proposed UGC-R scale is a strategic
tool for business managers aiming to improve their marketing
strategies and to gain insig |
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| ISSN: | 2182-8466 |