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Level 7 Diploma in Tourism and Hospitality Management

Online Reputation Management and Social Review Platforms

THM704 · Digital Tourism and Hospitality — Week 7 of 16

CourseTHM704
Week7 of 16
SemesterII
TutorOnline in the course chat

This week’s topics

Online Reputation Management and Social Review Platforms

  1. Electronic word-of-mouth (e-WOM) dynamics
  2. Strategic response to negative reviews on dedicated travel platforms
  3. Sentiment analysis tools and managerial decision-making
  4. Lecture 50 :Word-of-Mouth & Corporate Advertising

What you will be able to do

  • 3.3 Critically analyse the impact of social media and social review sites on tourism and hospitality organisations.

Activity

Start with this week’s video, then: Seminar, guided reading and a short written task: critically analyse the impact of social media and social review sites on tourism and hospitality organisations.

Study materials

Videos

  • GX Talks | How to respond to online guest reviews · YouTube · Shiji ReviewPro · 5 min · for registered students
  • TripAdvisor Master Class - Daniel Edward Craig - Reputation Management · YouTube · Daniel Craig · 10 min · for registered students

Further resources

  • Social media as a destination marketing tool: its use by national tourism organisations · PDF · Reading, article · for registered students
  • Chatbot Service Recovery With Emotion Words: Satisfaction, Repurchase and Word-of-Mouth · Reading · Reading, article · for registered students
  • All Are Welcome: An Introduction to the Hospitality Industry, ch. 12: Marketing and Social Media · Reading · Libretexts, textbook chapter · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 6Midterm
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Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

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Course plan
  • Week 1: Historical Evolution of Technology in Tourism and Hospitali…
  • Week 2: The Emergence of the Digital Tourism Concept
  • Week 3: Internet Marketplace Dynamics and Digital Consumer Behaviour
  • Week 4: Online Travel Agencies (OTAs) and Meta-Search Aggregation
  • Week 5: Social Media in International Tourism Marketing
  • Week 6: Destination Marketing and User-Generated Content
  • Week 7: Online Reputation Management and Social Review Platforms
  • Midterm: Midterm evaluation
  • Week 9: Contemporary Technologies and Future Sector Growth
  • Week 10: Information Security in Technology Implementation
  • Week 11: Data Protection, Privacy, and Ethical Governance
  • Week 12: Applying Digital Tourism and Hospitality in practice: case …
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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