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Monitoring Web 2.0 : User Generated Content in the Hospitality Industry

Brigitte Stangl & Barbara Riegler

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abstract Increased importance of user generated content (UGC) forces hotel managers to place greater emphasis on monitoring their online reputation. The study at hand investigates the hospitality industry’s attitude towards UGC as well as if and how the industry monitors online reviews of tourists. Data collected from an online survey conducted in German-speaking countries in Europe (Austria, Germany and Switzerland) are analyzed. The analysis of 693 completed questionnaires revealed that managers in all three countries assess evaluating UGC as highly important. This is also reflected in a high percentage of managers monitoring their hotels’ reputation themselves and by not delegating the task to employees. Further, managers have a rather positive attitude towards negative reviews. However, only a minority uses social media for advertising purposes. Further results are proposed and implications are discussed.
   
type conference paper (English)
   
keywords hospitality industry, monitoring, user generated content
   
name of conference TTRA 41st Annual Conference 2010 (San Antonio)
date of conference 20-6-2010
title of proceedings Rocking & Rolling on the Research River
publisher Travel & Tourism Research Association (Whitehall, MI)
review double-blind review
   
citation Stangl, B., & Riegler, B. (2010). Monitoring Web 2.0: User Generated Content in the Hospitality Industry. In Rocking & Rolling on the Research River. Whitehall, MI: Travel & Tourism Research Association.