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Hospitality Management - Assignment (Doc)

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Added on  2021-04-16

Hospitality Management - Assignment (Doc)

   Added on 2021-04-16

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Running head: HOSPITALITY MANAGEMENTHospitality ManagementName of the student:Name of the university:Author note
Hospitality Management - Assignment (Doc)_1
1HOSPITALITY MANAGEMENTIntroductionThe article ‘Responding to Online Reviews: Problem Solving and Engagement in Hotels’will focus on the response to online reviews in the hospitality industry. Four case studies wereselected to highlight the issues in the specific industry. The interaction with the customersthrough social media will also be highlighted through this article review. a.The article, ‘Responding to Online Reviews: Problem Solving and Engagement inHotels’ by Sun-Young Park and Jonathan P. Allen, was chosen to work on hisassignment. This specific article was chosen because it had focused on two oppositeapproaches for responding to the online reviews. It will be effective for this researchbecause of the consideration of the four case studies of hotels. The article provided anappropriate way of critical review by contrasting between the hotels, which respondedpositively, and the others, which responded negatively. The criteria to compare betweenthe management styles of the hotels were fulfilled by selecting this article. b.A comparative study was used to work on this exploratory research. It was effective ingenerating theories and relevant concepts instead of examining them. The importantaspect is that the task of theory building in a research is a strategy to generate theoriesupon case studies, which are informative descriptions on a wide range of data. Researchquestions play a significant role in generating theory in the research within case studiesand the upcoming data. The questions designed for this particular research focused on thewas hotel executives handle online reviews; whether they respond to all the reviewsirrespective of positive or negative; difference or similarity of hotel brands in their
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2HOSPITALITY MANAGEMENTapproaches to managing online reviews; the reason behind choosing a specific approachby the hotel executives to manage online reviews.The significant part in this article is that there are other researches, which have used onlyone case, whereas multiple case studies were analyzed in this. It was helpful in providing astrong platform for theory building. The high- end luxurious hotels were chosen for using asa case study in this research. The online review responses pattern was analyzed in thesechosen hotels. It has paved the way for improving brand reputation and simultaneouslyfacing the hurdles in engaging with the customers in the industry based on personalinteractions. The study was based on the four hotels among which two were luxurious and the othertwo were upscale. Theoretical sampling was done to work on the survey and generate theory.It has shed light on the fact that they have the power to highlight the significant demarcationsand the unnatural instances to focus on the constructive relationship. The probability at whichthe selected cases could vary depended on the rate of response by the hotels to onlinereviews. Therefore, the hotels were selected in such a way where two responded frequently toonline reviews and the others were reluctant in responding, thus the samples were polaropposite to each other. c.The evidence and instances presented by the authors were appropriate in counteringsupporting the arguments raised in the article. To describe and analyze the interview in abetter way the grounded theory approach was used by the author. This particular theorywas used because it has a consistent form in generating theory among the comparison ofcase studies. The research questions were mostly open- ended to provide scope to the
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