František Pollák

Sustainable E-marketing of Selected Tourism Subjects from the Mediterranean Through Active Online Reputation Management

The paper discusses the issue of sustainable e-marketing of the selected tourism subjects from Mediterranean through active online reputation management, more specifically it presents the available ways and methods of measuring the phenomenon of online reputation of selected entities operating in the tourism sector on selected market. A thorough multifactor analysis of reputation in the virtual world of the Internet was conducted on a specific sample of entities - all hotels operating in a selected local Mediterranean destination. Taking into account all the relevant factors - entities ratings on major internet sites such as Booking, TripAdvisor a Facebook, these ratings are normalized and then compared against the widespread sentiment analysis. Using a careful statistical testing, relationships between factors are then examined in order to identify and describe basic facts affecting online reputation of selected entities in the hyper competitive market environment of the Internet.

Multifactor analysis of online reputation as a tool for enhancing competitiveness of selected tourism entities

The paper discusses the issue of online reputation, more specifically the ways and methods of its measurements in selected entities operating in the tourism sector. A multifactor analysis of reputation in the virtual world of the internet was conducted on a specific sample of entities - 17 hotels operating in a selected local destination. Taking into account all the relevant factors - entities ratings on major internet sites such as Google, Booking, TripAdvisor and Facebook, these ratings are normalised and compared against the widespread sentiment analysis, which provides a relevant perspective on a selected entity through the eyes of a model customer - internet user. By using a statistical testing, relationships between factors are examined in order to identify and describe basic facts affecting online reputation of selected entities, in the hyper competitive market environment of the internet. The findings identified by the analysis conducted on the local market can be used in any market for the purpose of increasing competitiveness of selected tourism entities.

Analysis of the Current State of Online Reputation of Public Institutions and the Possibilities of Its Improvement

The article deals with the issue of reputation, especially with the focus on a current phenomenon of reputation in the digital world of the Internet - online reputation - of selected public institutions operating in the domestic market. Sentiments of specifically selected twenty public universities and colleges are rated in two dimensions: virtual and real. The primary aim of this article is to investigate the existence of a statistically significant correlation between reputation of researched subjects in the real and virtual world. In conclusion paper presents options and recommendations for optimizing virtual reputation and highlights the differences of perception of reputation in the traditional and in the virtual market by understanding the differences between factors affecting traditional reputation and factors affecting reputation in digital world.