Clip 2 - Key Research and Reviews - De Pelsmacker et al., 2018 - Managerial Implications

4 important questions on Clip 2 - Key Research and Reviews - De Pelsmacker et al., 2018 - Managerial Implications

Based on the article, what should hotel management devote considerable attention to?

Both the number and the valence of reviews about their hotels and develop an extensive digital marketing strategy.

What is the first step in a digital marketing strategy that the article suggests the hotel management should create?

Have a digital marketing plan that provides for online hotel presence, tracking and monitoring online reviews and quick response to customer comments.

What are the 2 aspects that are crucial in the online strategy?

The frequency of using TripAdvisor information (reports and metrics) and integrating third party reviews on hotel website.
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What should hotels that want to improve their Revenue on available rooms do?

Improve the valence of their reviews.

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