This week on our eTourism: Communication Perspectives MOOC I will talk about Reputation in Online Media.
The first part of the chapter will focus on the concept of reputation and its relevance in the online domain. The components of the reputation concept will be provided, which will help us better understand its complexity, as well as the elements we can analyze and manage. The second part will be dedicated to a case study, whereby we will explore how to conduct an analysis of the online reputation of a tourist destination. We will consider the top-down and the bottom-up approach: the first one analyzes the tourists’ perception of online content from the perspective of a tourism manager, while the second one looks at the perspective of tourists when they decide to do an investment for a specific destination.

I am looking forward to meeting you online!  Join 5’000+ global audience for a ‪‎free‬ learning experience.

Further readings on this topic:

• Marchiori E., Cantoni L. (2012) The Online Reputation Construct: Does it Matter for the Tourism Domain? A Literature Review on Destinations’ Online Reputation. Journal of information technology & tourism, 13(3): 139–159
• Marchiori E., Inversini A., Cantoni L., Da Col S. (2011) Classifying online conversations about Tourism Destinations. A tourist perspective. Proceedings of the 7th International Conference “Thought Leaders in Brand Management”. Università della Svizzera italiana, Lugano, Switzerland. March 11-22