The manager's dilemma: a conceptualization of online review manipulation strategies |
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| Authors: | Stefan Gössling C. Michael Hall Ann-Christin Andersson |
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| Affiliation: | 1. School of Business and Economics, Linnaeus University, 39182 Kalmar, Sweden;2. Western Norway Research Institute, Research Centre for Sustainable Tourism, Box 163, 6851 Sogndal, Norway;3. Department of Management, College of Business &4. Economics, University of Canterbury, Private Bag 4800, Christchurch 8140, New Zealand |
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| Abstract: | Online evaluations are one of the most important innovations in tourism in recent years, often combining a review/rating (business-specific evaluation) and a ranking (inter-business comparison). As online reputation determines economic success, tourism managers may be tempted to manipulate online content. This paper presents the results from a qualitative study involving 20 hotel managers in southern Sweden, and their perspectives on manipulation. Results confirm that there exists a wide range of review manipulation strategies, many of which are difficult to control. Even though only few managers appear to systematically manipulate, online evaluations represent a significant challenge for businesses, as they introduce direct competition and foster consumer judgement cultures. It is postulated that managers will increasingly find themselves in a Prisoner's dilemma, representing a situation where engaging in manipulation is the most rational choice in an increasingly competitive market situation. |
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| Keywords: | collaboration consumption management accommodation sector online reputation online reviews |
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