Managing Reputation in Global Tourism: A Case Study of British Airways

This report examines the challenges faced by the tourism industry in managing reputation in the global market, using British Airways as a case study. It identifies the concept and importance of reputation management within the UK tourism industry, explores specific challenges encountered by British Airways such as IT outages, high fuel costs, and passenger behavior, and suggests strategies for enhancing the airline's reputation and attracting more customers. The research employs secondary data to analyze issues like communication effectiveness, service quality, and competitive pressures, ultimately providing recommendations for British Airways to improve its brand image and customer experience. Desklib provides a platform for students to access similar solved assignments and past papers.

Contemporary Issues in Tourism Management
( The issues faced by Tourism Industry while managing their reputation in
global market. A Study on British Airways)

Table of Contents
INTRODUCTION...........................................................................................................................3
Background Information.............................................................................................................3
Research Aim..............................................................................................................................3
Research Objectives....................................................................................................................3
Research Questions.....................................................................................................................4
LITERATURE REVIEW................................................................................................................5
What is the concept of reputation management and its importance within UK Tourism
Industry?......................................................................................................................................5
What are the challenges which are faced by British Airways while managing their reputation
in global market?.........................................................................................................................6
What are the strategies which can be used by British Airways for increasing their reputation
and attracting more customer towards the brand?.......................................................................7
DISCUSSION .................................................................................................................................9
CONCLUSION AND RECOMMENDATIONS..........................................................................12
REFERENCES..............................................................................................................................15

INTRODUCTION
Background Information
Reputation management refers to a practice that helps in influencing the perceptions of
the stakeholders as well as public conversations about the company along with its brands. It
provides a chance to a company in order to counter the negative feedback in better (Abbes and
Rekhis, 2021). It also creates an opportunity for the company in order to promote the experience
of their positive mentions in better manner. In tourism industry, there are many factors that
creates reputation risk for them. This makes important for them in develop reputation
management to address their risk in better manner. The reason behind for the section of research
topic that is issues faced by tourism industry while managing their reputation in global market is
to gain knowledge and collect information and data related to in order to provide effective ways
to the company to solve these issues in better manner. This research help researcher in order to
gain knowledge about the importance of reputation management that helps in attracting more
customers towards the brand in better manner. The researcher needs to obtain knowledge about
the challenges that a company faced while managing their reputation. In the following research,
selected organisation is British Airways which is a multinational flag carrier airline organisation
of UK. The company is founded on 5 October 1916 as Aircraft Transport and Travel Limited and
on 31 March 1974 as a British Airways as well as it headquarters is located in London, England
near its main hub at Heathrow Airport. The research covers literature review, discussion as well
as conclusion and recommendation for the research.
Research Aim
To identify the issues faced by Tourism industry while managing their reputation in
global market. “A study on British Airways”
Research Objectives
 To determine the concept of reputation management and its importance within UK
Tourism Industry.
 To discern the challenges which are faced by British Airways while managing their
reputation in global market
 To examine the strategies which can be used by British Airways for increasing their
reputation and attracting more customer towards the brand.

Research Questions
 What is the concept of reputation management and its importance within UK Tourism
Industry?
 What are the challenges which are faced by British Airways while managing their
reputation in global market?
What are the strategies which can be used by British Airways for increasing their reputation and
attracting more customers towards the brand?

LITERATURE REVIEW
The following research is conducted through secondary data collection method-
What is the concept of reputation management and its importance within UK Tourism Industry?
According to view of Campbell (2022), Reputation Management is refers to the efforts to
think about the brand and person which is based on stakeholders perceptions and public
conversations. Reputation Management includes responding to threats, monitoring and
conversation to speed up the reputations. It is the part of comprehensive strategy of
organizational industry which helps to implicants the business functions includes
communication, customer experience, legal, marketing, sales and loyalty etc. it is the process of
monitoring and influencing the organization's presence. Reputation Management helps to collect
insights, develop the effective strategies and also helps to improve the online reputation of the
organization. In other words it is define as the term of controlling the perceptions of customers
about the product and brand and influence them by responding their feedback. In relation to UK
tourism industry, A good reputation management helps to gain the trust easily which is helps the
company in collect the positive reviews from their customers. A good reputation can make
business more effective and successful which is also helps in company's future growth. The
reputation management in UK tourism industry helps to establishing the strong search engine
ranking, increase the trust of customers, improve the high revenue, increase the image of
industry. For a Good reputation management it is necessary to improve the communication,
personality, image, brand, quality, body language, integrity, behaviour, services etc. these all
functions helps to improve the reputation of the company where the customer are able to give the
positive feedback by analysing the perceptions of the industry.
In the opinion to Murphy, Gretzel, and Pesonen (2019), it is the process of monitoring,
controlling, managing, maintaining and creating the perception of customers about the brand or
person. It is the term of customers experience which is depends on customers feedback. For any
company and organization a good image and reputation play a vital role because it is helps to
increase the performance and growth of the company. A good reputation can make the company
more effective and also increase the company image. There are many barriers which may can
affect the company's reputations which is depend on the product and services which provided to
customers. And customers are able to give the feedback about the product and services so it is

necessary to provide better product and services to the customer which is helps in to improve the
customers experience and where they can give the positive feedback towards the company
services. In context to UK tourism industry, reputation management helps to get the positive
feedbacks from their customers which helps to improve the image of the industry and also helps
to improve the performance form their other competitors. A good reputation helps to increase
and improve the overall performance and image of the industry where the industry are able to
provides better services and good to their customers. Reputation management is very important
for any sector and industry where it is helps to improve the customers experience, brand image,
company reviews, perceptions of customer, sales, demand etc.
What are the challenges which are faced by British Airways while managing their reputation in
global market?
According to view of Kenton (2021), there are many challenges and threats in Reputation
management which is faced by every organization or industry which is also known as the
reputation risk where the perceptions and feedback of a customers can be negative towards brand
and services. It can be a disadvantages for the industry which can affect the company image
directly because in currents trends it is necessary to having the good reputation of the company
which helps to increase the customer experience. In relation to British Airways, there are many
commercial challenges which are facing by the British Airways company which can affect the
reputation of the company in global market which includes IT outage, poor communication of
employees, passengers behaviour and attitudes, competitors, high fuel cost which increase the
ticket prices, conflict with employee, premium customer services etc. these all challenges can
affect the British Airways company directly which can be generate the risk for the company and
reduce the reputation of the company. British Airways facing some key operational challenges
such as resourcing of people, capacity of airport, construction and unstable system of IT. A good
reputation can be affect by all of these factors and can affect the company image also because
overall company image and success depends on its reputation which is given by its users or
customers. These challenges can be affect the company reputation directly where the customers
are able to give the negative and positive feedback depends on the services of company.
In the opinion to Vassilopoulou, and et.al (2019), the challenges which is faced by the
British Airways which can affect the reputation of the company in global market can be define as
the many terms and condition which includes passengers, employees, services, IT system,

competitors, behaviour, attitudes, fuel cost, covid-19 crisis, and staff etc. these all challenges can
affect the reputation of the company where the customers are not satisfied with the services and
give the poor and bad reviews the company. British Airways is world known company, where
they provide the higher services which can not be affordable for everyone which can also affect
the company reputation directly. Reputation is an important role for any company and for the
good reputation every company has to face many challenges. Same as well as British Airways
also faces many issues and challenges. There are many more challenges which are faced by the
company and affect the reputation includes increase the fuel cost which increase the ticket prices
and customers are not able to purchase it because of high cost of services of British airways.
Good reputation can improve the company image but it is all depends on the customers
experience and their feedback. These challenges may can be risk for the company which can
affect the company performance and its reputation. if the customers is not happy with the
services then they will give the negative feedback which can affect the company reputation. A
Company reputation and brand image depends on the customers perceptions, employees
behaviour, product and services, customers needs and wants, fuel cost etc. these all challenges
can affect the British Airways Airline reputation which is the disadvantages for the company. It
will reduce the production and brand image of the company.
What are the strategies which can be used by British Airways for increasing their reputation and
attracting more customer towards the brand?
According to view of Holloway (2018), there are many strategies for increase the brand
reputation which helps to attract more customers, the strategies includes provide high quality
product & services, positive customer experience, share expertise, show confidence, showcase
culture, nurture relationship, providing better customer services etc. In relation to British
Airways Airline, they can uses some strategies to improve the reputation of company which can
helps the company to increase or attract more customer. British Airways is a leading company in
Airline sector, they should attract more customers by providing some packages and offers in a
low price, they should provide good services to their customers which helps to increase the
image of the company, they should attempt and fulfilled their customers needs and wants by
understanding them and satisfy them, they should convince their customers to fly with them
only, they should reduce the price of a ticket because it is provide high brand services which may
can not affordable by everyone, they should try to understand their customers and provide the

best services to increase the customer experience. These all strategies can helps to make the
better and good company's reputation and helps to attract more customers which is helps to
increase the customer experience also. A good reputation helps to attract more customers for any
company or organization, a company image and brand name only depends on the customer
experience and their feedbacks so, British Airways Airline should needs to understand the
customers values which helps to give the positive feedback and positive customer experience.
In the opinion to Ormerod (2021), Strategies play a important role to attempt any kind of
task, project, planning. Strategies are develop to analysis and complete the work in efficient and
easy way. It is the plan to understand and complete any kind of work with the help of strategies
which helps to improve the performance of the company and also helps to achieve the goals with
success in given period time. In context to British Airways Airline, there are many strategies for
the company to improve the reputation which helps to increase the customer experience and
helps to attract more customers. The strategies which they can use to increase the reputation like
they can provide better services to the customer which helps to satisfy them, they can understand
the customer needs and wants and provides services according to them which helps to increase
the customer experience and helps to gain the positive feedback from them, they should provide
some offers and packages with discount which helps to attract more customer and also increase
the reputation of the company. British Airways Airline is world known Airline services which
provides international travelling and it is the leading company and the cost of the ticket is high
so, they should reduce the ticket price which can be affordable by everyone and everyone can
enjoy and fulfilled their dreams to travel with British Airways Airline. These all strategies helps
the company to increase the productivity and reputation of the company and by the good
reputation, customers attract and show their interest with company.

DISCUSSION
Theme 1: The concept of reputation management and its importance within UK Tourism
Industry?
From the above Research, it has been discussed that concept of reputation management is
refers to the term of the perceptions of the persons which is based on brand and services of the
company. There are many problems and issues which can affect the reputation management of
the company directly. Reputation management is basically based on the product and services
which are provide by the company and where people are able to give the feedback of it which
can be positive and negative. A good reputation of a company can be analysis by the positive
feedback of a customers where the people were enjoying the product and services and give the
positive feedback. As well as if they don't like the product and services which are provided by
the company then they give negative feedback. So basically it is necessary for any organization
and company to having their reputation management is good which helps to increase the
productivity and performance of the company (Loonam, and et.al., 2018). It has been discussed
that there are many importance for reputation management for UK tourism industry which helps
to analysis the company overall performance and helps to attract the more customers. In relation
to UK tourism industry reputation management helps to provides competitive advantages such as
on taxes and policies from the government because of the good reputation and positive feedbacks
from the customers. A good reputation helps to analysis the overall performance of the company
and helps to aware the brand and services. A good reputation helps to attract the customers and
understand their behaviour. It is helps to increase the brand image and company image. It is also
helps to improve the management of the company. It is helps to increase the name of tourism
industry of UK. It is discussed that overall management of reputation of the company depends on
the customers, employee, product and services, feedback, perception etc.
Theme 2: What are the challenges which are faced by British Airways while managing
their reputation in global market?
From the above research, it has been discussed that there are many challenges for the
company to achieve the goals with good reputation. It is difficult to achieve the goals with
various challenges. It has been discussed that British Airways Airlines is already the good
reputed company in their past records and the company is leading from they start their journey.

But there are some issues and challenges which is faced by the British Airways Airline when
they are ready to maintain their reputation in global market and they faced that there are many
competitors in the global market which can affect the company performance and economy
because their competitors also provides similar services at a low price and this action can attract
the British Airways Airline's loyal Customers (Brooks, and Dunn, 2020). The company faced
poor communication of the employees which can affect the company's reputation directly and it
will also affect the company image and loss of passengers. The company faced high fuel of cost
which cannot be reducible and increase the high cost of tickets which is also the disadvantages
for the company because of high rates of tickets many people are not afford their tickets. The
company facing the behaviour of the customers which are depends on their moods where the
customers are not satisfied with the goods and services and demand for more better services.
These all challenges affect the British Airways Airline's reputation management. The overall
research has been analysis that every company and organization has to face various types of
challenges to achieve the successful reputation because there are many barriers in the path of
successful reputation which can be major and solve by the good reputation management.
Theme 3: What are the strategies which can be used by British Airways for increasing their
reputation and attracting more customer towards the brand?
From the above research it has been discussed that there are various types of strategies
which can helps to faced the challenges and helps to increase the reputation and attract more
customers. It has been discussed that the British Airways Airlines uses many strategies to
improve their reputation which includes they provide many offers and packages to their
customers which helps to attract more customers and also increase the reputation of the
company. They use to understand the customers needs and wants and provides the services
according to them. British Airways Airline is a world known airline company which provides
many services to fulfilled their customers needs and wants and satisfying them by providing it.
The company can provides low cost packages and services to their customers, they can use to
advertise their services via social media which helps to attract more customers. By advertisement
customers can aware about their services and packages which are they offers and easily convince
to purchase it which is helps in increase the company's reputation (Koporcic, and Törnroos,
2019). It has been discussed that the company can provides the better services according to today

services which helps to improve the customers experience and customer can give the positive
feedbacks to the company. Strategies are important for every sector and organization to achieve
the goals and successful reputations. And strategies can apply to increase the company's
reputations. British Airline Airways will understand that customers perceptions is an important
part for good reputation so, they should understand the customers values which helps to gain the
positive feedbacks and also increase the experience of the customer.

CONCLUSION AND RECOMMENDATIONS
From the above research it has been analysis that reputation management is the term of
the image of a company which helps to show the overall performance of the company. A good
reputation helps to gain more profits and advantages. For the successful reputation company
should understand that customers perception and value are the most important things which helps
to gain the positive feedbacks from the customers and helps to increase the reputation of the
company. It has been analysis that reputation management is the most important part for any
company or organization which can be achieve by positive experience of the customers. The
above research report based on the British Airways Airline where it has been concluded that
reputation management is important for UK industry sector because it is helps to improve the
company image and improve the performance of the company. And also helps to increase the
customer experience. It has been analysis that there are many challenges which are facing by the
company while improving their reputation including customers behaviour, employees attitude
etc. it is analysis that there are many strategies which can use by the British Airways Airline
company to improve their reputation and also attract the customers which includes providing
better product and services, provides discounts on tickets and offers many packages. The overall
report has been analysis that for any company or organization reputation is the term which play a
vital role which helps to increase the company name and image.
There are many recommendation for British Airways company to improve their
reputation and attract more customers which helps the company to maintain the company's
performance and achieve the goals. These recommendation based on the above research where it
is analysis that good reputation of the company has face many challenges and issues which can
affect the company directly by its economy, sales, growth and customers experience. In context
to British Airways Airline the recommendation are given below-
 Use of Social media platform: it is refers to the platform of social media which provides
many platform like Facebook, twitter, Instagram etc. these platforms helps in
advertisement of brand and services because as per research in current times social media
is the most powerful platform which is used by everyone's. Social media play an
important role in everyone's life. People are able to use the social media in their free
times where they can aware and collecting the information about the currents trends,
product and services, offers and culture of the market. In relation to British Airways