Multifactor analysis of online reputation as a tool for enhancing competitiveness of selected tourism entities

Pollák, František; Svetozarovová, Nella; Malinak, Bozka

doi:10.1504/gber.2018.10010228

Cited by 2 publications

(1 citation statement)

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“…Even though different environments required specific approaches, recorded different dynamics, and required specific tools, the network between them is very strong [39,58,60]. It is almost impossible to be a star only in one world.…”

Section: Sustainable Development Of Reputation Managementmentioning

confidence: 99%

Reputation Management

Pollák¹,

Dorčák²,

Markovıč³

2020

Promotion and Marketing Communications

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The problem of building a reputation in the traditional brick-and-mortar world has been known for centuries; we know how to build a good reputation, or more precisely how to help in building a good reputation. Even if we are a target of various half-truths and slanders, we are aware that if they are only spoken words, their durability over time is quickly fleeting. However, written text is different from spoken words; its life durability over time is much longer. In our chapter, we bring the overview of what happens if we must suddenly face the problem of building and maintaining a good reputation in the virtual world of the Internet. Thus, the objective of this chapter is to summarize and present the state of the art in the field of reputation; it consists of the definition of basic terminology and then offers the well-arranged theoretical determination of the problem of reputation in both the traditional brick-and-mortar and virtual world.

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Section: Sustainable Development Of Reputation Managementmentioning

confidence: 99%

Reputation Management

Pollák¹,

Dorčák²,

Markovıč³

2020

Promotion and Marketing Communications

View full text Add to dashboard Cite

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Gender Differences in the Perception of Selected Aspectsof Social Media as Part of Ecommerce Activities during a Pandemic

Nastišin

Fedorko

Bačík

2021

J. Mgt. Mkt. Review

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Objective - In the current time of pandemic crisis, social media is one of the most effective tools for ecommerce to keep in touch with customers. One of the most affected segments worldwide is undoubtedly the tourist segment. Our goal was to examine the perception of selected aspects of social media in the light of gender differences during a pandemic in the tourist segment, when these can convince or discourage the customer to buy. Methodology/Technique - Data collection took place from the beginning of 2021 and lasted 3 months. It was an online questionnaire and focused on customers of travel agencies. A total of 723 valid responses were collected. These were analyzed for statistical significance of gender differences using SPSS software. Findings - The results identified significant differences in perceptions between men and women in some of the areas examined. The best forms of content that work best on these platforms have been identified. Attitudes towards communication through social media for marketing purposes were also identified. These were perceived positively in order to support purchasing decisions. We also identified a great need for personalization in communication via social media in a given tourist segment. Novelty - All findings show great implication potential for both theory and practice. The pandemic situation has changed market conditions and many of these changes will persist beyond. There is therefore a need to examine these contexts in the future. Managers in the tourism segment are able to incorporate the identified results into the way they manage their online activities and manage their social media. Type of Paper - Empirical Keywords: Social Media; Ecommerce; Tourism; Pandemic; Differences; Analysis. JEL Classification: M31, M39.

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Multifactor analysis of online reputation as a tool for enhancing competitiveness of selected tourism entities

Cited by 2 publications

References 0 publications

Reputation Management

Reputation Management

Gender Differences in the Perception of Selected Aspectsof Social Media as Part of Ecommerce Activities during a Pandemic

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