Online reputation management in companies and tourist destinations

Abstract

[eng] This project explains how companies in the tourism sector manage their online reputation, focusing on Sol Katmandu Park & Resort by Meliá. Online reputation is a tool that helps to know the competitiveness as well as the positioning of a company in the digital market. We can distinguish between opinion portals (TripAdvisor, Booking.com, HolidayCheck) and social networks (Facebook, Instagram, Twitter). Both tools allow companies in the tourism sector to know the ratings and opinions of their customers, and to interact with them. Customers want their opinions to be taken into account by companies. Therefore, companies must know how to manage and evaluate opinions in order to provide an adequate response and satisfy customer needs. Good online reputation management, apart from improving the positioning and visibility of the company on the Internet, brings an increase in profits by increasing demand. In addition, having a good positioning allows companies to out-price their competitors.