Computer-assisted Webnography

Horster, Eric; Gottschalk, Carsten

doi:10.1177/1356766712449369

Cited by 41 publications

(10 citation statements)

References 10 publications

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“…In this new intercommunicating world, a new concept appears to define customers' opinions: the firm's reputation [25,26]. When shared over the Internet, this reputation is called the online reputation [27][28][29], and it has a direct influence on the purchasing behavior of customers in industries where communication through the Internet is essential in developing the main business [30,31].…”

Section: Introductionmentioning

confidence: 99%

Gap Analysis of the Online Reputation

2018

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Online reputation is a strategic element of firms' competitiveness. Companies need to manage their reputations and the image that they communicate through the Internet. This paper proposes a model to determine the main aspects that define a competitive online reputation: coherence, veracity, and intensity. The traditional methods that have been used to determine service quality must be adapted to new digital developments and their effects on customers' behavior. Therefore, a gap analysis is performed to define the key aspects that must be managed in order to create and maintain a powerful reputation and image in the companies' communication. Since this subject is too complex to be implemented in distinct sectors and ambits, different lines of research are proposed to expand this new critical line of study.As online reputation is becoming a critical factor for the level of income of companies, it is necessary to develop a communication strategy to achieve the economic sustainability of tourism or e-commerce firms [36,37] and tourist destinations [38,39]. At present, it is necessary to consider the model for measuring the quality of customer service due to technological and communications development. While the method for measuring quality has been based on internal surveys of companies carried out among their customers [9], the rise of opinion portals on the Internet has led to a new way of measuring the quality of service in an open way and shared with other users. In addition, the impact on demand is so high that it is critical for managers to guide their decisions to improve their online reputation [3,5,7].The objective of this study is to propose a model to determine the gaps that managers must take into account to achieve an effective reputation on the web. This methodology is designed to improve the analysis and decisions made by practitioners and serve as a source of information for researchers. The methodology and evaluations proposed can be applied to sectors with high Internet communication activity, such as hospitality and e-commerce. In order to achieve this objective, the next section presents a literature review with the aim of formulating a model for gap analysis of the online reputation in the methodology section. Finally, the main conclusions and future research focused on developing this line of research are presented.

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Section: Introductionmentioning

confidence: 99%

Gap Analysis of the Online Reputation

2018

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“…In [11], Horster, E., & Gottschalk, C. introduced a novel methodology called computer-assisted webnography to enhance online reputation management in the tourism industry. Their task involved developing a systematic approach to analyze and interpret digital traces of consumer-generated content, such as online reviews, social media posts, and forum discussions, to gain insights into destination perceptions, traveler behaviors, and reputation dynamics.…”

Section: Related Workmentioning

confidence: 99%

Travel Agency website using Azure AI services

2024

IRJMETS

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The travel industry is continually evolving, with travellers seeking seamless experiences and personalized services. In response to this demand, our project focuses on developing a comprehensive website for a travel agency, leveraging Microsoft Azure services to enhance functionality and efficiency. The website serves as a onestop destination for travellers to discover, plan, and book their dream vacations. At the heart of our solution is a user-friendly interface that offers intuitive navigation and visually appealing design. Users can explore a wide range of destinations, browse detailed itineraries, and access real-time information on flights, accommodations, and activities. Leveraging Azure Static Web Apps, our website ensures fast loading times and reliable performance, even during peak traffic periods. In addition to traditional web functionalities, our project incorporates advanced features powered by Azure services. A chatbot powered by Azure Bot Service provides instant assistance to users, answering queries, providing recommendations, and facilitating bookings in a conversational manner. This AI-driven interface enhances the user experience by offering personalized assistance and round-the-clock support. Furthermore, our project embraces containerization using Azure Container Instances to streamline deployment and scalability. By encapsulating the application components into lightweight, portable containers, we ensure flexibility and efficiency in managing resources, allowing for seamless scaling to meet fluctuating demand.

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“…Schroeder et al (2013) examined how social media affects tourists' risk perceptions. Hoster and Gottschalk (2012) studied how to use social media for corporate image restoration after a disaster. Sano and Sano (2019) found that consumer-to-consumer communication can result in higher security perception and travel intention than business-to-consumer communication.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The impact of post-disaster communication on destination visiting intention

Huang

Wang

Liu

et al. 2023

JHTI

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PurposeEffective post-disaster communication is essential for destination marketing organizations to encourage visitors following natural disasters. This research aimed to analyze the impact of two typical types of post-disaster communication messages – solidarity messages and testimonial messages – on post-disaster visiting intention. This research proposes effective communication strategies for post-disaster destination marketing.Design/methodology/approachFor the case of Jiuzhai Valley, China, which experienced market recovery after two years of rebuilding following a 2017 earthquake, this study designed three contextual experiments based on post-disaster communication scenarios on the Internet and social media to test the causal chain between recovery message types and post-disaster visiting intentions. The data were analyzed using analysis of variance, independent samples t-tests, and the bootstrap method.FindingsThe results indicate that both solidarity messages and testimonial messages evoked higher visiting intention than the no-message group. However, solidarity messages (vs testimonial messages) were more effective when shared on the destination management organization's official account than when they were shared on an influencer's account, with their effects being mediated by the symbolic – as opposed to the hedonic – value of tourist behavior.Practical implicationsDestination management organizations should actively carry out marketing communication through the Internet and social media for areas that have experienced disasters. Crisis communicators should consider inviting popular social media influencers to visit the destination and share their experiences to enhance market confidence, while also paying more attention to the operation of official social media accounts.Originality/valueThis study sheds light on the use of the Internet and social media as tools for post-disaster marketing. By expanding on post-disaster communication theory, this study fills a research gap regarding the effectiveness of tourism marketing strategies after a crisis.

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Computer-assisted Webnography

Cited by 41 publications

References 10 publications

Gap Analysis of the Online Reputation

Gap Analysis of the Online Reputation

Travel Agency website using Azure AI services

The impact of post-disaster communication on destination visiting intention

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