The rise of online review platforms has significantly impacted and changed the hospitality industry, where guest feedback is crucial in shaping hotel reputation and customer loyalty. This research examines how guest reviews influence hotel reputation and loyalty, concentrating on how both positive and negative feedback affects guests' booking decisions. A mixed-methods approach was adopted, integrating quantitative data from online reviews and qualitative insights from hotel managers and customers. The findings show that guest reviews significantly impact a hotel's reputation and customer loyalty, with positive feedback leading to greater booking intentions and enhanced loyalty. Conversely, negative reviews can damage a hotel's image and deter potential guests from selecting that establishment. The study highlights the importance of managing hotel reputation and provides recommendations for hotels on how to effectively manage online reviews and maintain a positive reputation. Given that the internet has become a crucial tool for travelers looking into and booking accommodations, online reviews have become a key factor in influencing their decisions. This study seeks to investigate how guest reviews affect hotel reputation and loyalty, analyzing the effects of both positive and negative feedback on guests' booking behaviors. By examining the relationship between guest reviews and hotel reputation, this research aims to offer valuable insights for hotel managers and marketers, allowing them to create effective strategies for managing online reviews and sustaining a positive reputation. Guest feedback has turned into a vital aspect of shaping hotel reputation and loyalty, influencing the booking choices of prospective guests and ultimately aiding in business success. This study investigates the effect of guest reviews on hotel reputation and loyalty, exploring how positive and negative reviews impact guests' booking decisions and hotel revenue. A mixed-methods strategy was used to combine quantitative analysis of online reviews with qualitative perspectives from hotel managers and guests. The results indicate that guest reviews have a significant influence on hotel reputation and loyalty, with positive reviews enhancing booking intentions, loyalty, and revenue. In contrast, negative reviews can harm a hotel's reputation, dissuade potential guests, and negatively impact hotel revenue. The study's findings provide critical insights for hotel managers and marketers, stressing the importance of reputation management and the need for effective strategies to oversee online reviews and maintain a positive digital image.
Volume 17 | Issue 1
Pages: 13-18