Managing online reputation: Drivers and consequences in the tourism industry

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The study shows that CRM drives a firm’s online reputation management strategy. CRM usage has a positive effect on brand equity. However, only under the right circumstances online reputation management enhances brand equity.

Originality/value

The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2023), "Managing online reputation: Drivers and consequences in the tourism industry", Strategic Direction, Vol. 39 No. 6, pp. 20-22. https://doi.org/10.1108/SD-04-2023-0053