The aim of this bachelor’s thesis is to conduct an empirical analysis of the current state of online reputation management (ORM) in tourism, analyze its influence on travelers' decision-making, and explore its potential use in destination management. The theoretical part of the thesis focuses on explaining the basic concepts related to ORM, including monitoring, analysis, and management of online reputation. Special attention is given to the motivation of users to read and write reviews and... zobrazit celý abstraktThe aim of this bachelor’s thesis is to conduct an empirical analysis of the current state of online reputation management (ORM) in tourism, analyze its influence on travelers' decision-making, and explore its potential use in destination management. The theoretical part of the thesis focuses on explaining the basic concepts related to ORM, including monitoring, analysis, and management of online reputation. Special attention is given to the motivation of users to read and write reviews and the significance of these activities in forming user engagement strategies. The practical part applies theoretical insights to an empirical analysis of data obtained through webscraping. Sentiment analysis and topic analysis of texts were used to analyze reviews of major tourist attractions in Prague to identify key attributes of the destination and examine the relationship between time and review positivity for newly established hotels. Trend lines of average ratings over time for specific accommodation facilities were constructed using time series. Based on the results of the practical research, specific recommendations were proposed that can be incorporated into the marketing strategies of destination management entities and accommodation facilities. |