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The manager's dilemma: a conceptualization of online review manipulation strategies
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship. Research Centre for Sustainable Tourism, Norway.ORCID iD: 0000-0003-0505-9207
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship. University of Canterbury, New Zealand.ORCID iD: 0000-0002-7734-4587
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2018 (English)In: Current Issues in Tourism, ISSN 1368-3500, E-ISSN 1747-7603, Vol. 21, no 5, p. 484-503Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
Taylor & Francis, 2018. Vol. 21, no 5, p. 484-503
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
URN: urn:nbn:se:lnu:diva-48762DOI: 10.1080/13683500.2015.1127337ISI: 000423747800002Scopus ID: 2-s2.0-84954200049OAI: oai:DiVA.org:lnu-48762DiVA, id: diva2:893825
Available from: 2016-01-13 Created: 2016-01-13 Last updated: 2019-08-29Bibliographically approved

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Gössling, StefanHall, C. MichaelAndersson, Ann-Christin

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CiteExportLink to record
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