Customer Review Monitoring via Online/High-technological tools Case Study:Hospitality Sector in Bangkok,Thailand
This is a research thesis report within Hospitality and Tourism management.It is a case study of the hotel industry in Bangkok,Thailand,using hotels located in various part of the world as reference such as Vancouver,Canada and Singapore,Singapore.Here referred as HIB.After several years of experience,HIB has chosen to enter a specific measure of the High-tech market by exploring and establishing online customer reviews.Alliances with International groups and firms already established facilitated that approach due to their long experience in that area.Monitoring of activities pertaining to social media can be very subjective.Some hotels simply use monitoring to watch ―chatter‖.And for some,it‘s about tracking sentiment,message reach,customer service,feedback,etc.How HIB uses these monitoring dashboards really depends on the goal of the overall program.If a brand representative starts responding to every comment found online it can come across as a defensive move.Guests do expect some level of participation but moderation is key.Some hotels only respond to direct questions received via blogs,Twitter,Facebook etc.Finding the right balance between participation and observation is a major challenge of the entire social media activity.Guests are increasingly talking about hotels in multiple online channels such as TripAdvisor,Yelp,OTAs – Expedia,Priceline,Travelocity,etc,and social media channels such as Facebook,Twitter,and Youtube.If HIB feels that‘s overwhelming,it‘s important to know that we are only at the beginning of the imminent social media explosion and the online activity in these channels is bound to increase.The most important question on hotelier‘s mind is - ―Should I care?‖ The answer is absolutely and emphatically – Yes,indeed! The reasons HIB should be attentive to these facts starts with Monitoring conversation.People are talking about HIB.If the hotel does not take part in the conversation,it will leave open the possibility of people saying things that may not be particularly true.On the other hand,it may miss opportunities to know what people find good about the property,also about booking rooms.Most consumers will check online reviews or pay special attention to their friends‘ recommendations prior to booking rooms.Nevertheless,Search Engine Placement.Google and other major search engines are giving increasing importance to reviews for placement of the hotel on search results.At last: Building a loyal customer base that provides constant feedback.Interacting with online guests will help hotels build a loyal customer base.HIB does an excellent job connecting with their customer base on Facebook,for example.These online channels provide real-time feedback about the good and the bad about the hotel.HIB can use the good to further promote the hotel,and the bad to improve operations.In summary,online reviews will continue to increase in importance and will have a direct impact on HIB revenue and profitability.With the proliferation of channels where consumers are leaving reviews,the complexity of monitoring and managing such reviews increases significantly.The purpose of this thesis is to reach a deeper understanding of the complexity concerning how the online customer review that is needed for hospitality companies competitive advantage,can affect the choice of potential guests.In order to answer the purpose of the thesis,a qualitative approach has been used.In depth,structured interviews have been conducted with HIB at different occasions.The data gathered has then been analyzed by using theoretical framework.
Cherif Haberih
Major International College Suan Sunandha Rajabhat University Bangkok, Thailand
国际会议
The 3rd International Conference on Tourism between China-Spain(第三届中西旅游大会)
广州
英文
1-102
2012-12-01（万方平台首次上网日期，不代表论文的发表时间）