02630ntm a22004817a 4500 000258583 CZ-PrVSE 20140517192456.0 m d cr n|||||||||| 140517s2014 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 Horák, Tomáš ISIS:90618 dis The Importance of Managing eWOM in the Hotel Industry eng The Importance of Managing eWOM in the Hotel Industry [elektronický zdroj] / Tomáš Horák 2014 ?? s. : digital, PDF soubor Vedoucí práce: Miroslav Karlíček Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2014 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2014 The goal of this thesis is to investigate the effects of different hotel response strategies to negative user-generated electronic word of mouth on online travel guide sites and subsequently to identify managerial implications that would lead to an effective online review management in the hotel industry. Three basic response strategies to a negative review were identified: no-response strategy, defensive response strategy and accommodating response strategy. An experimental research method with 240 respondents proved that accommodating response to a negative review has positive impact on customer's perception of a hotel. The most negative perception was observed by the defensive response strategy. The results of this experimental research were confirmed in a Mann-Whitney U-test. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Complaint Handling Online Review Management Word of Mouth Marketing Electronic Word-of-Mouth Karlíček, Miroslav, 1979- vse2010558291 ths Pearce, Chris opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 https://isis.vse.cz/zp/45080/podrobnosti VŠKP v InSIS https://isis.vse.cz/zp/45080 Hlavní práce http://isis.vse.cz/zp/137231/podrobnosti dc:identifier NEPOSILAT VSKP 137231 vse45080 140501