Menadžment online reputacije u hotelskim poduzećima
Online Reputation Management in Hotel Companies

Summary/Abstract: Active online reputation management is becoming increasingly important in the hospitality industry. This paper examines the relationship between online reviews and profitability in the hospitality industry. The research sample comprised tourist establishments in Istria. The aim was to investigate the relationship between the number of reviews and financial results, the average review and financial results, and the active response to reviews and financial results. By statistically analyzing variables from Booking.com, such as the number of reviews, average rating, whether the company responds to reviews and EBITDA margins for the year 2023, the paper shows the importance of online reputation management strategies and their impact on financial results. The importance of responding strategically and proactively to reviews and increasing the number of reviews was shown. However, it was also shown that a higher average rating is no guarantee of better financial results. By focusing on the above aspects, the paper aims to provide useful information for hoteliers who are focused on increasing their competitiveness and profitability through digital marketing activities to improve their reputation. The paper not only contributes to the academic debate in the field of hotel management, but also provides practical guidelines for optimizing hotel operations in the digital age.

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