Online reputation of 4- and 5-star hotels

Abstract

Purpose – The aim of this research is to analyse how hotels incorporate their online reputation on their official websites, the characteristics of that information, as well as the variables that may influence it. Design/Methodology/Approach – We analysed 503 websites of 4- and 5-star hotels in Andalusia (Spain). It was verified on a case-by-case basis whether the hotel publicized its online reputation, the type (numerical or non-numerical) and the source of its reputation (internal or external). In addition, a general profile was established for each establishment. After a descriptive analysis, possible dependent relationships between the online reputation and characteristics of the establishment were analysed. Findings – Over half of the hotels opted to publicize their online reputation on their own websites, and a little over half of those used the external online reputation sources. Both circumstances were related to factors such as modality and the hotel size. TripAdvisor ratings were a reference point among the hotels under analysis. Originality of the research – This study provides insight into the manner in which hotels are reflecting their online reputation on their official websites, the variables that may influence this behaviour and the extent to which the third-party reviews are visible on their websites.