Purpose – The paper aims to identify the main hotel management response strategies to a negative online review and examine their influence on the trust of potential guests reading reviews in usergenerated media. Design – Five response strategies that emerged from the literature were empirically tested: personalization, empathy, confession, denial, and excuse. A mixed-method was applied, and the research was conducted in two phases using a qualitative method with a scenario-based approach and a quantitative research using the PLS-SEM method. Methodology/Approach – A focus group was used to provide a basis for the survey. The survey included one real negative hotel review and five hypothetical responses written according to the five observed strategies. Each response was followed by a set of statements examining the level of trust. A total of 435 questionnaires completed. The influence of each strategy on trust was tested individually. Findings – The results show that personalization, empathy, and confession as response strategies positively influence the trust of potential guests, whereas denial and excuse as response strategies have a negative effect on trust. Originality of the research – The research systematizes previous literature and identifies the main response strategies to a negative online review. It empirically tests all five strategies so that they can be observed in relation to each other. Moreover, this research includes the concept of trust as a dependent variable. The results can help scholars to build further models and hotel managers to understand how they should respond to negative online reviews.
Due to the awareness of the ever growing importance of sustainability for achieving a better future, the concept of sustainable development has been cited in most strategic documents at the international, national, regional, and local level. However, the very implementation of sustainable development often faces obstacles that slow down the entire process of introduction, implementation and control of sustainable development. Therefore this paper has the aim to analyze strategic development documents developed at all levels of local self-government units on the island of Krk in order to link all the strategic goals and to unite all the strategic objectives of sustainable development. The authors have applied the inductive method and the method of analysis and synthesis to connect all strategic documents of the seven units of local self-government and have proposed a complete integrated sustainable development for the area of the island of Krk. This paper is meant to contribute to the finding of an integrated model of sustainable development. This example can also be useful for other cities and municipalities both in the Republic of Croatia and outside its borders, demonstrating that it is possible to work with the aim to improve the quality of living for present as well as for future generations of both residents and visitors.
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