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Online reputation manager has become increasingly important in tourism industry. Managers, regardless of working for a hospitality structure or a tourism destination, are paying more and more attention in respect of the importance of reputational levels. Online reputation, in fact, originates in visitor's user-generated contents (UGCs) but reverberates on the whole web, on successive visitors' attitude and behavior, and on managed organization performances. How to manage online reputation in tourism and destination management anyway mostly stayed an anecdotal topic for many years. While best practices exist, indeed, literature has frequently neglected their systematization. Building on this need, this book will try to improve and organize the existing body of knowledge on this topic to help future hotel and destination managers to better deal with the mounting environmental complexity.

Online reputation management (ORM) plays a significant role in the tourism industry. Tourists are more and more interested to express their opinions about their experiences/satisfaction not only with their friends but also on social media. ORM is largely used not only by tourist destinations but also by other companies operating in the tourism industry. This chapter aims to draw attention to the importance of intermediaries in tourism, their reputation in general, and especially their ORM and its specifics. This contribution also characterizes different types of intermediaries and their different roles in the distribution process of tourism services. These roles are important and can be even more significant in the “new normal” post-COVID-19 time. In the scientific literature and research, there is not much attention given to intermediaries as a whole and even less to their ORM and its specific solutions. But practical contributions can be found. Due to the specific activities and roles of different types of intermediaries, also their reputation is influenced not only by tourists but also by their suppliers. Their ORM has also some specifics and needs specific solutions. Their reputation is depending not only on customers' satisfaction with their own services but also on the reputation of tourism service providers, whose services they offer and mediate either individually or in the form of their own product, e.g., package tours. Specific attention in this chapter is given to intermediaries such as OTAs (Online Travel Agencies/Agents) and tour operators. At some time, these two types of intermediaries help to increase the reputation of tourism services providers, e.g., hotels. The chapter describes the situation in the field of intermediaries with a conceptual model, their ORM, and summarizes its specifics.

The coronavirus pandemic that has been significantly affecting global economics in the last few years has strongly influenced the tourism industry. Given its up-to-now development, we can expect that it will be one of the main factors affecting the tourism industry even in the upcoming period of time. The accelerated digitalization of the field in the last decade significantly changed the consumers' position. They quickly became highly informed tourists who are exceedingly oriented in the offers. The expansion of content that the consumers jointly formed has contributed substantially to this situation, representing an essential source of sharing experience. At the same time, this information is essential for the initial purchasing stage from other customers' points of view. The flexibility of this way of communicating subsequently enhanced the development of mobile technology that modified in time and content of the tourists' consumer behavior model associated with the field of the online tourism market.

The current form of digital tourist is also connected with the ability to use such information to a greater extent, eliminating the risk connected with the choice of final destination and service itself. The significance of information has risen with the numerosity of the tourists' trips and the turnout of new destinations. Social media have been playing a significant role in this process of purchasing decisions for quite some time now. Still, the review systems also play an important role apart from social media. The digitalization of the tourism market brought in its development an incredible extent of information with which the current tourists can work. However, on the other side, it creates a large quantity of information that they have to work through in order to get relevant results. The period of last two years that was affected by the coronavirus crisis has nevertheless significantly affected not only the frequency of traveling, but it is also gradually showing in the consumers' attitude. Among the factors that recently played a significant informational role is relatively a new piece of information of medical nature that has a direct connection to the changes that affected tourism from the ongoing coronavirus crisis point of view. The question remaining is what role and significance the current consumers are assigning to this information. It is also important to investigate what factors affect their willingness to include this information in their decision-making. In this article, we are proceeding from extensive research oriented on online reputation management that took place within a study that was realized at the turn of the years 2021 and 2022.

Interest in the Electronic Word-of-Mouth (eWOM) in connection with tourism is constantly growing not only among consumers but also among theoreticians. Therefore, the objective of this chapter is to provide an overview of studies that focus on eWOM in the tourism sector using the snowball method. The article is based on a review of the literature of 60 studies that focus not only on consumer behavior in tourism and the impact of eWOM on tourism supply but also on the impact of hotel managers' responses to other consumer behavior and tourism companies. The results of the studies show that eWOM has a significant impact not only on consumer behavior but also on tourism supply. Manager responses can also strongly affect other consumer behavior in decision-making. When eWOM is distributed, consumers are influenced by their emotions, motives, and also by the websites to which they have decided to contribute. The chapter proposes further research areas for different authors.

The objective of the research is to explore the importance of online reputation management through some core concepts: technologies and entrepreneurship. Specifically, the research will explore how in a tourism ecosystem context, it is strategically relevant through the use of Big Data Analytics (BDA) to manage and improve online reputation management. An emphasis will also be placed on the concept of entrepreneurship and dynamic capabilities. Finally, the research also explores empowerment issue to shed some considerations on the development of tourists' online reviews.

The consequences of a media-shaped perceptual destination attribute during the pandemic on a commitment to embrace and thread trip intent are explored in this research. The influence of four elements related to the choice of destination, involving reliability, strategic planning, health service, and friendly relationship on tourism performance expectancy are chosen depending on visitors' previous experience of a certain place, using the notion of psychological tourist satisfaction and an interactive personality questionnaire. Industry 4.0 paradigms are either viewed with skepticism or eagerness by organizations. Organizations that develop different innovative strategies to leverage the digital world doing and offering greater opportunity will certainly drive the evolution in tourism. Any revolutionary technology has the potential to benefit or harm enterprises. An Industry “4.0” data type depicts the technological transformation occurring inside a given business, from Industrial Revolution 4.0 to dealing with customers 4.0. However, one instance is Tourism 4.0. Social networking is not unique. Hospitality organizations, especially, must be acutely conscious of the customer's power as a result of social networking sites. The increase in security concerns by preventing the rate of cybercrime and by enhancing the secure money transactions in online reputation management consolidates the socioeconomic relationship. The comparative study has been propagated in relevance to the pre- and post-pandemic effects on the tourism industry.

The aim of the chapter is to examine the importance and use of reviews in the marketing communication of selected spa tourism enterprises on the Internet. The subject of the research are reviews as an important part of the online reputation of spa tourism enterprises and the object of the research is marketing communication on the Internet. The chapter focuses on spas located in Slovakia. The primary sources are the results of a quantitative survey conducted by standardized observation of the websites and profiles of all spa tourism enterprises in Slovakia under study on the social networks Facebook, Instagram, and YouTube based on predetermined criteria. At the same time, the results of the primary survey are conducted by the method of questioning using the technique of structured interviews. The chapter uses theoretical research methods such as analysis and synthesis, induction and deduction, and generalization. The chapter presents the results of qualitative research using the Sankey diagram, processed by Atlas.ti software. The results of the research point to the fact that spa tourism enterprises in Slovakia use their own websites and social networks to communicate in the online environment, where they monitor both positive and negative reviews. However, they often do not work with reviews systematically enough and do not make use of standardized procedures and available technologies that would enable them to manage their online reputation more effectively.

The reputation has a significant impact on business, and it influences by causing an exponential positive or negative effect. There are many different issues that affect the level of reputation, and they are independent from the sector of the activity. If we focus on museums, previous studies mainly highlight the different strategies in order to manage and to increase their reputation. However, each research points out a specific aspect linked to the engagement, the use of digital technologies, or social media platforms. Our research aims to deep investigate the governance and leadership drivers in order to increase positive feeling within stakeholders also by using social media instruments. This research has indeed an exploratory nature as, to the best of our knowledge, no previous research focused on a similar strategy that characterizes for a “stellar” manager applied to a small museum in a small city.

The research uses a case study by observing the effects of selecting a well-known manager of the top ranked museum in the world (Louvre) in order to boost the reputation of a “startup” museum barely known (Pistoia Museums). After having analyzed the main drivers of reputation of the case, the study uses interview with the scientific director of the small museum.

The results contribute to the discussion about the drivers and the different strategies to boost reputation by showing how the management and leadership issues are able to increase it rapidly. However, findings also point out the need to have a clear overview about the digital tools applied to an adequate communication. The results show how the flexibility of a small growing museum can positively affect and boost reputation. This strategy can be applied to other small museums that aim to affirm their identity.