The Online Reputation of Tourism Brands and Their Dependence on Pandemic Scenarios: An Analysis of the "Hospederías De Extremadura" Brand before and during COVID-19
Abstract
New technologies are having a decisive influence on the behaviour of tourists. Nowadays, all tourists search information on the internet before enjoying any service offered by tourism companies. Consequently, online reputation is an essential component in the marketing strategy of tourism brands. On the other hand, the Covid-19 pandemic has revolutionized tourism activity since its emergence in March 2020. Its direct effects have been widely studied in the literature, but no studies have yet been conducted on the effects of this pandemic on the online reputation of tourism brands. The aim of this paper is to empirically test whether this effect exists and if so whether it has been positive or negative. For this purpose, the weekly time series between January 2017 and September 2020 of ReviewPro's Global Review Index (GRI) were analyzed for 5 of the 8 accommodation which represent "Hospederías de Extremadura" tourism brand. To achieve the objectives of this paper, a pre-Covid period and a Covid period were considered and both the median values of the GRI and the trends in both periods have been compared. The results obtained demonstrate the disruptive character that the pandemic has had on the online reputation of tourism brands.
References
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[16] Ding, J. 2022. Social Media Utilisation in Tourism Industry: An Updated Review. International Journal of Academic Research in Business and Social Sciences, 15(5): 84-96.
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[25] Hilligoss, B., and Rieh, S. Y. 2008. Developing a unifying framework of credibility assessment: construct, heuristics, and interaction in context. Information Processing and Management, 44(4): 1467-1484.
[26] Hudson, S., and Thal, K. 2013. The impact of social media on the consumer decision process: implications for tourism marketing. Journal of Travel and Tourism Marketing, 30(1-2): 156-160.
[27] Inversini, A., and Masiero, L. 2014. Selling rooms online: the use of social media and online travel agents. International Journal of Contemporary Hospitality Management, 26(2): 272-292.
[28] Jakic, A., Maximilian, O. and Meyer, A. 2017. The impact of language style accommodation during social media interactions on brand trust. Journal of Service Management, 28(3): 418-444.
[29] Jarque, C. M., and Bera, A.K. 1987. A test for normality of observations and regression residuals. International Statistical Review, 55(2): 163–172.
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[31] Khwaja, M. G., and Zaman, U. 2020. Configuring the evolving role of ewom on the consumers information adoption. Journal of Open Innovation: Technology, Market, and Complexity, 6(4):125.
[32] Kim, W.G., Lim., H. and Brymer, R. A. 2015. The effectiveness of managing social media on hotel performance. International Journal of Hospitality Management, 44:165-171.
[33] Kwok, L., and Xie, K. L. 2016. Factors contributing to the helpfulness of online hotel reviews: does manager response play a role? International Journal of Contemporary Hospitality Management, 28(10): 2156-2177.
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[54] Su, Na., Mariadoss, B.J. and Reynolds, D. 2015. Friendship on social networking sites: improving relationships between hotel brands and consumer. International Journal of Hospitality Management, 51: 76-86.
[55] Torres, E. N., Singh, D. and Robertson-Ring, A. 2015. Consumer reviews and the creation of booking transaction value: lessons from the hotel industry. International Journal of Hospitality Management, 50: 77-83.
[56] Toubes, D. R., Araujo-Vila, N. and Fraiz-Brea, J. A. 2021. Changes in consumption patterns and tourist promotion after the Covid-19 pandemic. Journal of Theoretical and Applied Electronic Commerce Research, 16(5): 1332-1352.
[57] Trapletti, A., and Hornik, K. 2021. tseries: Time Series Analysis and Computational Finance. R package. Available online at https://cran.r-project.org/web/packages/tseries/tseries.pdf
[58] Vartiak, L. 2015. Benefits of online reputation management for organizations operating in various industries. TransCom Conference, 11: 270 – 276.
[59] Villardón, J. L. V. 2007. Introducción al análisis de clúster. Departamento de Estadística, Universidad de Salamanca. Available online at https://www.academia.edu/download/32334872/cluster.pdf
[60] Watanabe, T., and Omori, Y. 2020. Online consumption during the covid-19 crisis: evidence from Japan. Covid Economics, 38: 218-252.
[61] Williamson, D. F., Parker, R.A. and Kendrick, J. S. 1989. The box plot: A simple visual method to interpret data. Annals of internal medicine, 110(11): 916-21.
[62] Wood, L. 2000. Brands and brand equity: definition and management. Management Decision, 38(9): 662-669.
[63] Xiang, Z., and Gretzel, U. 2010. Role of social media in online travel information search. Tourism Management, 31(2): 179-188.
[64] Xie, K.L., So, K. K. F. and Wang, W. 2017. Joint effects of management responses and online reviews on hotel financial performance: a data-analytics approach. International Journal of Hospitality Management, 62: 101-110.
[65] Yang, Y., Jing, F. and Nguyen, B. 2016. China’s outbound tourism: investigating word-of-mouth and its effect on perceived value, satisfaction and loyalty. Journal of China Tourism Research, 12(2): 159-178.
[66] Zeileis, A., and Grothendieck, G. 2005. Zoo: S3 Infrastructure for Regular and Irregular Time Series. Journal of Statistical Software, 14(6): 1-27.
[67] Zhang, Ye., et al. 2021. How the spread of user-generated contents (UGC) shapes international tourism distribution: Using agent-based modeling to inform strategic UGC marketing. Journal of Travel Research, 60(7): 1469-1491.
[68] American Marketing Association. 1948. Report of the definitions committee. Journal of Marketing, 13: 202-217.
Published
2022-12-31
How to Cite
SÁNCHEZ RIVERO, Marcelino; MURILLO GONZÁLEZ, Luis; RODRÍGUEZ RANGEL, María Cristina.
The Online Reputation of Tourism Brands and Their Dependence on Pandemic Scenarios: An Analysis of the "Hospederías De Extremadura" Brand before and during COVID-19.
Journal of Environmental Management and Tourism, [S.l.], v. 13, n. 8, p. 2333 - 2347, dec. 2022.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/7511>. Date accessed: 23 nov. 2024.
doi: https://doi.org/10.14505/jemt.v13.8(64).25.
Section
Article
Copyright© 2024 The Author(s). Published by ASERS Publishing 2024. This is an open access article distributed under the terms of CC-BY 4.0 license.