This dissertation was written as a part of the MSc in e-Business & Digital Marketing at the International Hellenic University. Travel and tourism industry has changed rapidly over the years as customers are using digital channels to make their bookings online. Hotel managers are making efforts to reach possible customers to this new digital market, where the competition is fiercer than ever. One of the most important and effective strategies is the online reputation management. Online reputation consists of the electronic word of mouth created by online reviews and ratings provided by customers.
The first part of this paper examines the impact online reputation has on the decisions of the consumers, as well as the importance of online review and ratings on the performance of a hotel. By investigating previous research, it will explore the ways hotel managers can use the online generated content to improve their hotel’s performance and the effective ways they can should interact with it to improve their brand’s online presence. On the second part we will perform deep analysis of a dataset containing reviews from Booking.com customers, to discover new patterns and insights. Finally, we will build machine learning explanatory models to determine the most important factors affecting the scores provided by reviewers.
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