Background: Due to new technologies, electronic word-of-mouth (eWOM) is becoming
increasingly important, and has proven to have a significant impact in the
decision-making process within the tourist industry. There is a large assortment
of research focusing on why consumers voice their opinion online and
engage in eWOM. However, there is little research to be found concerning
how hotels currently manage online review sites from a service management
Purpose: The purpose of this thesis will focus on how hotels actively incorporate
online review sites in their management and marketing strategy from a service
Method: Primary- and secondary sources have been used in order to fulfil the purpose
of this thesis. A multiple case study including in-depth interviews as
well as observations has provided important empirical findings for the analysis
Conclusion: Through this thesis, the authors have been able to establish how hotels can
work successfully with online review sites from a service management perspective.
The strategic issue concerned with eWOM is how to encourage
customers to interact through TripAdvisor and write and share reviews. In
addition, how to treat the online reviews maturely, and how to interact and
use the information is imperative.
2015. , 62 p.