Mechanisms of Hotel Reputation Management Through Online Review Platforms

The article discusses a multidimensional model for managing hotel reputations via online review platforms, focusing on data collection, analysis, and responsive actions. The relevance of this study lies in the digital transformation of the hospitality sector, where user-generated content on platforms such as TripAdvisor, Booking.com, Google, and other aggregators has become a key factor in guest decision-making, thereby reducing information asymmetry between hotels and consumers. The purpose of this work is to systematize and justify strategic mechanisms for managing digital reputation in terms of their impact on financial and operational indicators. The novelty lies in combining methodologies: econometric analysis of the effects of average ratings on profitability (increase in RevPAR and ADR with a one-point rise in the rating), a systematic review of multichannel tools for collecting reviews (e-mail, push notifications, QR codes), content analysis, and text mining of operational defects, as well as the study of changes in ranking algorithms on platforms like Booking.com, Tripadvisor, and Google Reviews. An integrated model is proposed that combines financial, marketing, and operational components of reputation management. The main conclusions show that online reputation is a full-fledged financial asset; an effective management architecture includes three complementary blocks: multichannel feedback collection, centralized analytical monitoring, and prioritized responsive actions within fixed time windows. A combination of reactive measures for defect elimination and proactive tools for creating positive experiences (loyalty programs, segmented communication, content marketing) ensures sustainable price premiums and shifts traffic to direct channels without the risk of losing market share. The article will be of interest to researchers in the field of hospitality, as well as to hotel managers, revenue management professionals, and marketing professionals.