The purposes of this study are to identify how hotel guests perceive green practices and to explore how hotels effectively inform customers of their green practices through social…
The purposes of this study are to identify how hotel guests perceive green practices and to explore how hotels effectively inform customers of their green practices through social media such as TripAdvisor.
To examine hotel guests’ awareness of green practices through social media, this research investigated guests’ comments about green practices and management responses on TripAdvisor using content analysis.
The results indicated that most guests respond positively toward green practices when they can recognize them, e.g. reducing energy usage or water saving. However, lack of awareness about hotels’ green practices can cause guests to feel inconvenienced during their stays. Moreover, the study found that only a few hotel managements provide feedback on guests’ negative comments on TripAdvisor to inform them about the hotels’ green practices.
This research is limited to analyzing only the top ten green hotels in the USA ranked by TripAdvisor. A study of more hotel cases with green practice standards, which could be adjusted to involve the use of different service levels such as luxury, upscale or economy hotels, may provide more insights into this discussion.
This research presents an exploratory intent to probe guests’ comments and management responses about green practices in the US lodging industry. The results provide empirical evidence of hotel guests’ perceptions of green practices as posted on social media. Moreover, management can use social media feedback as an educational tool and as effective advertisement, which in turn may reduce the negative perception of hotel green programs.
– The purpose of this paper is to investigate how hotels respond to online reviews on a third-party Web site (such as TripAdvisor) based on the hotel’s star rating.
The purpose of this paper is to investigate how hotels respond to online reviews on a third-party Web site (such as TripAdvisor) based on the hotel’s star rating.
Content analysis was used to compare responses to online hotel reviews at five different levels of hotel based on a star-rating system ranging from one star to five stars.
Most hotel managers’ response rates were low, and they paid the most attention to positive comments. Managers at four- and five-star hotels more often responded to negative online reviews. Guest service manager was the most common job title of managers who responded to guests’ reviews.
This paper is limited to an analysis of ten hotels, two for each of the five-star ratings. More hotel cases with long-term data collection involving the use of the star-rating system may provide more insights on this discussion.
The exploratory study sought to identify strategies for managing online reviews in the lodging industry. Hotel managers should respond to negative online reviews with appreciation, apology and an explanation of what went wrong. Moreover, hotels may need a designated person to observe and respond to guest comments on their Web sites and third-party Web sites. A designated person is also needed to monitor online comments and communicate with guests to better manage the hotel’s online reputation.
As an exploratory research project, this paper expands the understanding of hotel managers’ responses to their guests’ online reviews in an attempt to identify best practices for the industry.