The mechanism of online review management: A qualitative study

The impact of online reviews and social media on hotel business has reached an unprecedented level, given the vast amount of people checking posted opinions prior to making their booking decisions. This study aims to provide insight into a complete online review management (ORM) strategy. In order to find out the guidelines for managing reviews, both secondary and primary data were collected. Based on secondary data Framework I was developed explaining the role of online reviews whereas Framework II presents the ORM guidelines. The primary data collection consisted of five interviews with managers of hotels which are diverse in types, sizes and locations. Those hotels are chosen as they are indicated to be practicing ORM. The results show that ORM guidelines include five efforts i.e., a) creating a remarkable guest experience, b) encouraging online reviews, c) monitoring online reviews, d) responding to online reviews and e) acting upon attained information.