BEYOND REVIEWS׃ HOTEL WEBSITES AS REPUTATION ARCHITECTS
BEYOND REVIEWS׃ HOTEL WEBSITES AS REPUTATION ARCHITECTS

Author(s): Radostina Prodanova
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, Tourism, ICT Information and Communications Technologies, Green Transformation
Published by: Икономически университет - Варна
Keywords: hotel websites; ORM; web content
Summary/Abstract: This study examines how independent hotels in Varna, Bulgaria, use their official websites as online reputation management (ORM) tools. It contributes to the existing literature by analysing the strategic role of website content in supporting ORM practices in the hospitality sector. A specialized analytical framework—comprising 23 indicators grouped into five categories—is applied to a sample of 79 hotel websites. The results show that while elements such as service descriptions and online booking functionalities are widespread, key components related to building trust and user engagement—such as customer reviews, destination information, and interactive features—remain significantly underutilized. This suggests that hotel websites are still primarily used as static information platforms rather than as strategic online reputation management tools.

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