International Journal for Tourism and Technology (IJTT)
In an era dominated by the digital landscape, the online reputation of hotels has emerged as a pivotal determinant of their success. This theoretical article delves into the nuanced realm of hotel online reputation within the context of Nigeria. As the Nigerian hospitality industry experiences significant growth and digitalization, understanding the factors that influence hotel online reputation becomes paramount for both hoteliers and researchers. Drawing on an extensive review of existing literature and theoretical frameworks, this article explores the multifaceted nature of online reputation management in Nigerian hotels. Key factors affecting hotel online reputation in Nigeria, such as customer reviews, social media engagement, website quality, and cultural considerations, are comprehensively examined. The article also discusses the implications of these factors on the performance and competitiveness of hotels in the Nigerian market. In a globalized digital age, this article contributes to the broader discourse on online reputation management by presenting a context-specific analysis that illuminates the intricate interplay of factors shaping the online reputation of hotels in Nigeria.
In the digital age, the hospitality industry has undergone a transformation of unprecedented magnitude. Gone are the days when travellers relied solely on guidebooks and word-of-mouth recommendations to select their accommodations. Today, the decision-making process for prospective hotel guests heavily relies on the digital realm. Online reviews, social media presence, and the overall online reputation of hotels have become pivotal factors in travellers’ choices. Nowhere is this shift more apparent than in Nigeria, a nation marked by its burgeoning tourism sector and increasing digital connectivity. Hotel businesses rely on their reputation to stay in business as hotel’s online presence are essential for acquiring new customers, retaining existing ones and increasing revenue and this is why many hotels have adopted online reputation techniques to make sure that their brand remains positive and trustworthy. Online customer reviews represent a form of electronic Word of Mouth (eWOM)
which is considered being more successful in influencing consumer behaviour, compared to traditional marketing tools. They are typically independent of marketers’ selling efforts, so they appear more trustworthy and credible in the eyes of consumers. Hotel managers have to ensure the achievement of profitability, high enough to cover investment, assets and the related fixed costs. This theoretical article aims to see through the intricate web of hotel online reputation management in Nigeria. It seeks to unravel the complexities of this phenomenon, shedding light on the unique challenges and pportunities that hoteliers in Nigeria encounter. Understanding these intricacies is not only valuable for businesses striving to thrive in a digitalized market but also for scholars seeking to contribute to the evolving discourse on online reputation management.
Hotel online reputation, Electronic word-of-mouth, Digitalization, Online customer reviews, social media engagement.