Webcare and reputation management:
an analysis of responses by the world’s leading hospitality companies to negative reviews
DOI:
https://doi.org/10.28998/ritur.V16.N1.A2026.pp1-28.20241Keywords:
Negative reviews, Response management, Online reputation, Hospitality, TripAdvisorAbstract
Recent studies in the fields of tourism and hospitality have highlighted the influence of electronic word-of-mouth on prospective guests’ information processing and decision-making. Within this context, the response strategies adopted by companies - referred to as webcare - to address negative reviews on rating platforms are integral to corporate reputation management. This study aimed to examine how the 25 leading hospitality companies worldwide, recognized by Tripadvisor’s 2023 Travelers’ Choice Awards, respond to negative comments posted on the platform. Employing a mixed-methods approach, the research conducted a thematic content analysis of 129 responses. Findings revealed that seven companies opted not to respond, while the remaining businesses generally employed effective strategies to manage negative feedback. A proactive stance was observed, characterized by accommodative webcare practices, with personalized responses focused on problem resolution. These response patterns offer insights into how other hospitality firms might enhance their webcare strategies in relation to negative reviews, thereby strengthening corporate reputation and improving customer perception. The study underscores the importance of a flexible webcare approach, tailored to the specific context of each review. In particular, a more defensive posture may prove effective in cases where criticisms are unfounded or customer expectations are misaligned. Companies seeking to improve reputation management should invest in webcare strategies that are responsive to customer expectations - timely, personalized, empathetic, formally articulated, clearly identifying the respondent, and indicating corrective actions to address service failures.
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