The usage of online reputation management in selected hotels

This bachelor thesis deals with the impact of online reputation management (ORM) in selected hotels in Prague. The thesis analyzes how two selected hotels manage or do not manage their online reputation and what strategies they use to improve their online reputation on the internet. The theoretical part of this thesis introduces the issue of online reputation management, defines the most used platforms for ORM, strategies and factors influencing online reputation. The practical part consists of research using in depth interviews with hotel managers and a questionnaire survey among guests of both hotels. The research investigates what kind of online reputation a hotel has with and without intern online reputation management software, what platform is most important for ORM, and what type of reviews hotel guests are most influenced by. At the end of the thesis are formulated recommendations for improving the ORM of the hotels.