The aim of the study described in this article was to establish if there are any patterns in the way different Cracow hotels manage their online reputation by responding to online user reviews. Reputation was analysed by means of quantitative variables representing some dimensions of reputation. Characteristics of selected hotels were investigated to show how they influence the way in which hotels respond to online reviews posted by hotel guests. 1327 replies to over 4000 reviews were collected by a web scraping tool called ParseHub. The significance of differences among group means in a sample was checked by one-way ANOVA analysis of variance and HSD Tukey test. It was found that three independent variables - having a social media profile, being part of a hotel chain and the TripAdvisor user rating - were factors that significantly differentiated hotels’ response to online reviews. Some differences to findings of previous studies were also identified, primarily in terms of the effect of star ratings and the number of rooms. It was concluded that Cracow’s hotels are better at managing their online reputation than hotels operating in other local markets and that visibility was the dimension of reputation that received the most attention.

Introduction. Tourists traveling in the times of crisis have a higher tolerance for risk and can be called ‘crisis-resistant’. The fact that they are ready to travel even if it is burdened with additional stress and obstacles makes them a valuable market segment for hoteliers, which is worth striving for particularly in the current pandemic situation. The research aims at better understanding of contemporary ‘crisis-resistant’ tourists through in-depth analysis of electronic Word of Mouth (eWOM). Material and methods. A web scrapping method was applied to acquire eWOM content posted by tourists traveling in the times of Covid-19. A total of 1239 reviews from 455 hotels were analyzed. Six hypotheses were tested with the use of T Test and Chi Square test. Results. The type of travel and the month of travel did not influence the frequency of coronavirus mentions. Similarly, reviews relating to COVID-19 did not vary in score nor in frequency of managerial replies. However, mention of coronavirus influenced the length of the review and its helpfulness. Conclusions. Crisis-resistant tourists treat issues related to the pandemic (including some in-hotel regulations and restrictions) as any other aspects of the hotel performance and accept them. Interestingly, those aspects do not negatively influence the total evaluation of the hotel, which may suggest that such tourists have already adapted to all the pandemic-induced burdens. At the same time, hotel managers fail to respond timely and adequately to negative comments, which seems to be of the key importance in such a situation.

Satysfakcja klientów z oferowanych im usług jest kluczowa dla sukcesu każdego przedsięwzięcia biznesowego, szczególnie w sektorze turystycznym. Celem niniejszego artykułu jest analiza satysfakcji klientów polskich hoteli i zweryfikowanie, czy cechy charakterystyczne obiektów hotelowych różnicują zadowolenie ich gości. Badanie oparte zostało na danych zebranych z 2036 profili hoteli dostępnych na portalu Booking.com metodą web-scrapingu oraz poddane analizie ANOVA i obliczeniu współczynnika korelacji Pearsona w programie SPSS. Analiza wykazała, że poziom usług oferowanych przez polskie obiekty hotelarskie jest na zadowalającym poziomie. Satysfakcję polskich klientów najbardziej różnicują: kategoria hotelu, przynależność do sieci hotelowej oraz długość funkcjonowania. Niewielki wpływ na satysfakcję wykazano dla lokalizacji obiektu i jego wielkości. Charakterystyczna dla polskiego rynku hotelowego okazała się wyższa satysfakcja z jakości usług oferowanych przez hotele sieciowe w porównaniu do hoteli niezależnych oraz podobny poziom satysfakcji z jakości personelu. Artykuł wskazuje także na elementy wymagające działań ze strony osób zarządzających obiektami hotelarskimi w celu podniesienia satysfakcji ze świadczonych usług.