Reputační management a jeho specifika v cestovní kanceláři

The aim of this bachelor thesis is to introduce the concept of Online reputation management and characterize its specifics in a travel agency. The partial goal is to evaluate its importance for the travel agencies themselves and to find out how customers approach reviews and where they search for them. The author wants to achieve this through in-depth interviews and questionnaires. The first chapter defines the concepts of public relations, corporate communication, communication and public relations on the Internet. The second chapter focuses on company´s reputation, corporate reputation, the differences between image and reputation, and also on how reputation is measured. The third chapter deals with reputation management and risk management for reputation in the company. The fourth chapter defines the online reputation management itself, word of mouth, electronic word of mouth and the chapter also focuses on online reviews. The last chapter presents the results of the research, the specifics of online reputation management in a travel agency and draws a conclusion.