Analýza online marketingové komunikace v hotelnictví

Abstract

This bachelor thesis focuses on the analysis of online marketing communication in the hotel industry, specifically on hotel responses to negative customer reviews. The main objective is to evaluate the quality of these responses based on predefined criteria derived from crisis communication principles.

The theoretical part covers online communication, reputation management, and crisis communication in the digital environment. The practical part is based on the analysis of 108 negative reviews and hotel responses collected from TripAdvisor, Booking.com, and Google Maps.

The results show that hotels generally perform well in formal and structural aspects of communication, such as personalization, professionalism, and addressing the issue. However, significant shortcomings were identified in empathy, apology, offering concrete solutions, and providing direct contact. These weaknesses may negatively influence customer perception and hotel reputation.

Based on the findings, recommendations for improving online communication are proposed.