Antecedents and consequences of strategic online-reputation management: moderating effect of online tools

IF 5.3 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Hospitality and Tourism Technology Pub Date : 2023-02-28 DOI:10.1108/jhtt-05-2021-0144

Francisco Peco-Torres, A. I. Polo-Peña, D. M. Frías jamilena

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引用次数: 1

Abstract

Purpose This study aims to examine the antecedents and consequences of strategic online-reputation management among tourism firms. It is proposed that customer relationship management (CRM) is an antecedent of strategic online-reputation management, brand equity is a consequence of strategic online-reputation management and the use of online tools moderates the effect of strategic online-reputation management and CRM on brand equity. Design/methodology/approach A quantitative empirical study is conducted among online marketing managers of chain hotels. Structural equation modeling (SEM) is used to verify the proposed relationships. Findings The results show that CRM is an antecedent of strategic online-reputation management, and that strategic online-reputation management and CRM exert a positive effect on brand equity among firms that frequently use a range of online tools. No such effect is found in cases of limited usage of online tools. Practical implications Tourism firms seeking to achieve greater brand equity by means of strategic online-reputation management should implement CRM and make extensive use of online tools. Originality/value The main contributions of this study are that it analyzes the antecedents and consequences of strategic online-reputation management jointly and empirically; studies the moderating role of the use of online tools in the effect of online strategies – such as online-reputation management and CRM – on brand equity; and studies the consequences of CRM in online media.

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战略性网络声誉管理的前因与后果：网络工具的调节效应

目的本研究旨在检验旅游企业进行战略性在线声誉管理的前因和后果。提出客户关系管理（CRM）是战略在线声誉管理的前提，品牌资产是战略在线信誉管理的结果，在线工具的使用调节了战略性在线声誉管理和CRM对品牌资产的影响。设计/方法论/方法对连锁酒店网络营销经理进行定量实证研究。使用结构方程建模（SEM）来验证所提出的关系。研究结果表明，CRM是战略在线声誉管理的先导，战略在线信誉管理和CRM对经常使用一系列在线工具的企业的品牌资产具有积极影响。在有限使用在线工具的情况下，没有发现这种影响。实践意义旅游公司寻求通过战略在线声誉管理来实现更大的品牌资产，应该实施CRM并广泛使用在线工具。独创性/价值本研究的主要贡献在于，联合实证分析了战略网络声誉管理的前因和后果；研究在线工具的使用在在线策略（如在线声誉管理和CRM）对品牌资产的影响中的调节作用；并研究了CRM在网络媒体中的作用。

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来源期刊

Journal of Hospitality and Tourism Technology HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

8.40

自引率

12.80%

发文量

期刊介绍： The Journal of Hospitality and Tourism Technology is the only journal dedicated solely for research in technology and e-business in tourism and hospitality. It is a bridge between academia and industry through the intellectual exchange of ideas, trends and paradigmatic changes in the fields of hospitality, IT and e-business. It covers: -E-Marketplaces, electronic distribution channels, or e-Intermediaries -Internet or e-commerce business models -Self service technologies -E-Procurement -Social dynamics of e-communication -Relationship Development and Retention -E-governance -Security of transactions -Mobile/Wireless technologies in commerce -IT control and preparation for disaster -Virtual reality applications -Word of Mouth. -Cross-Cultural differences in IT use -GPS and Location-based services -Biometric applications -Business intelligence visualization -Radio Frequency Identification applications -Service-Oriented Architecture of business systems -Technology in New Product Development