The place and importance of digital reputation management in tourism establishments

Abstract

The objective of this research is to determine the positioning and importance of digital reputation management in tourist establishments. In this context, we sought to determine the needs of tourist establishments in order to strengthen their digital reputation. To this end, the interview survey technique was used, a qualitative methodology. In this context, 44 digital marketing agencies were identified that work in cooperation with tourist establishments and 11 hotel establishments. Interviews were conducted with 11 of the 44 agencies identified, equivalent to an acceptance rate of 25%. The data obtained were analyzed using the content analysis method, using the MAXQDA qualitative analysis software. The results revealed that the website of tourist establishments must be constantly updated and monitored, taking into account customer satisfaction rates. Additionally, it is imperative that tourist establishments do not reduce the quality of their service, as well as select or train suitable professionals to protect their reputation. Finally, it was stated that during the COVID-19 pandemic, tourist establishments must take into account hygiene conditions to solidify their position in the market and protect their reputation. It was further revealed that digital reputation cannot be achieved without a good website, an effective customer relationship management approach and social media management, and tourism establishments need to have a corporate social media account to strengthen their reputation.