Online corporate reputation in the hotel industry: the case of TripAdvisor

Corporate reputation has evolved and has been absorbed by new technologies, now governing online consumer satisfaction. Firstly, a variety of studies were reviewed due to the lack of systematic theorising on the concept of online corporate reputation, followed by an empirical phase to test the theory with a case study on the travel portal TripAdvisor, emblematic in its sector. The study reveals three decisive aspects for good reputational management, and concludes that the success of TripAdvisor as a promoter of the tourism sector is due to the tightening of vigilance and control of comments on its platform on hotel establishments. As a result, opinions become a true reflection of actual customer experiences in those establishments.