Spletne ocene v hotelirstvu: vpliv na zasedenost in upravljanje ocen

Jerič, Monika (author), Kropivnik, Samo (mentor)

Hotelska industrija deluje v izrazito kompleksnem in konkurenčnem okolju, zato je potreben stalen nadzor kazalcev uspešnosti in hkrati izboljševanje delovanja na trgu. Eden izmed pokazateljev poslovne uspešnosti je hotelska zasedenost, ki odraža povpraševanje po hotelskih storitvah. Hoteli stremijo k čim višji zasedenosti, na katero pa vplivajo številni dejavniki, po nekaterih predhodnih študijah tudi spletne ocene. Gre za temo, ki se raziskuje šele v zadnjih letih, zaključki pa niso vedno enotni. Mi smo vpliv spletnih ocen na zasedenost raziskali na primeru štirizvezdičnih hotelov v Ljubljani. Upoštevali smo dve spremenljivki, in sicer povprečno spletno oceno in število ocen. Spletne ocene, za obdobje enega leta, smo pridobili s treh različnih virov spletnih ocen. Ugotovili smo pozitiven vpliv števila spletnih ocen na hotelsko zasedenost, medtem ko se povprečna ocena ni izkazala kot dejavnik vpliva. V nalogi nas je zanimalo tudi, koliko pozornosti hoteli v Ljubljani posvetijo spletnim ocenam, glede na to, da so spletne ocene hotelov med potrošniki priljubljen vir informacij pri odločitvi za spletno rezervacijo hotelske namestitve. Na izbranih spletnih straneh smo preverili naslednje tri strategije upravljanja s spletnimi ocenami: odgovarjanje na spletne ocene, pravočasnost odziva ter vključenost ocen na spletno stran hotela. Izkazalo se je, da so hoteli spletne ocene in komentarje že prepoznali kot pomemben komunikacijski kanal, kljub temu v nalogi predlagamo določene izboljšave.

• Language: Slovenian
• Keywords: Spletne ocene, hotelska zasedenost, upravljanje spletnih ocen, digitalni marketing, hotelirstvo
• Work type: Master's thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2019
• PID: 20.500.12556/RUL-111985
• COBISS.SI-ID: 36525661
• Publication date in RUL: 18.10.2019

Secondary language

• Language: English
• Title: Online Reviews in Hotel Sector: Impact on Occupancy and Review Management

Abstract

The hotel industry operates in a highly complex and competitive environment, therefore continuous monitoring of performance indicators is necessary, at the same time market performance improvements are required. One of the business performance indicators is hotel occupancy, which reflects the demand for hotel services. Hotels strive to maximize occupancy, which is influenced by many factors, according to some previous studies also by online reviews. This topic has been explored in recent years and the conclusions have varied. We have studied/researched the impact of online reviews on occupancy on the example of four-star hotels in Ljubljana. We took into account two variables: an average online review and the number of reviews. We obtained online reviews from three different online sources for a period of one year. We determined the positive impact of the number of online reviews on the hotel occupancy, while the average online review was not proved to be an impact factor. In the thesis we have also been interested in the amount of attention the hotels in Ljubljana pay to online reviews, as the online hotel reviews are a popular source of information among consumers when deciding about the online booking of a hotel accommodation. We have looked into the following three strategies of online reviews management on selected websites: replying to online reviews, in-time response, and hotel website’s online reviews integration. It turned out that hotel reviews and comments have already been recognized as an important communication channel; however, we propose certain improvements.

• Keywords: Online reviews, hotel occupancy, online reviews management, digital marketing, hotel sector