Research Article
Sustainable E-marketing of Selected Tourism Subjects from the Mediterranean Through Active Online Reputation Management
@INPROCEEDINGS{10.1007/978-3-319-33681-7_60, author={František Poll\^{a}k and Peter Dorč\^{a}k and Nikola Račeta and Nella Svetozarovov\^{a}}, title={Sustainable E-marketing of Selected Tourism Subjects from the Mediterranean Through Active Online Reputation Management}, proceedings={Smart City 360°. First EAI International Summit, Smart City 360°, Bratislava, Slovakia and Toronto, Canada, October 13-16, 2015. Revised Selected Papers}, proceedings_a={SMARTCITY360}, year={2016}, month={6}, keywords={Sustainable e-marketing Online reputation Reputator Internet Destinations}, doi={10.1007/978-3-319-33681-7_60} }- František Pollák
Peter Dorčák
Nikola Račeta
Nella Svetozarovová
Year: 2016
Sustainable E-marketing of Selected Tourism Subjects from the Mediterranean Through Active Online Reputation Management
SMARTCITY360
Springer
DOI: 10.1007/978-3-319-33681-7_60
Abstract
The paper discusses the issue of sustainable e-marketing of the selected tourism subjects from Mediterranean through active online reputation management, more specifically it presents the available ways and methods of measuring the phenomenon of online reputation of selected entities operating in the tourism sector on selected market. A thorough multifactor analysis of reputation in the virtual world of the Internet was conducted on a specific sample of entities - all hotels operating in a selected local Mediterranean destination. Taking into account all the relevant factors - entities ratings on major internet sites such as Booking, TripAdvisor a Facebook, these ratings are normalized and then compared against the widespread sentiment analysis. Using a careful statistical testing, relationships between factors are then examined in order to identify and describe basic facts affecting online reputation of selected entities in the hyper competitive market environment of the Internet.