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Tourism Online Reputation
and Competitiveness
Dr. Alessandro Inversini
School of Tourism
Bourbemouth University
Dr. Alessandro Inversini
linkedin.com/in/inversini
@beanbol
beanbol.com
ainversini@bournemouth.ac.uk
www.bournemouth.ac.uk
travel & tourism
..is based on promises & experiences
C? we sell promises
C? they buy experiences

www.bournemouth.ac.uk
travel & tourism
..in a dynamic environment

Brodie,	
 ?2009	
 ?

Consumers	
 ?

Services	
 ?	
 ?
Brand	
 ?

Employees	
 ?

www.bournemouth.ac.uk

Company	
 ?
they comment on their experiencesoften!

www.bournemouth.ac.uk
We are not very interested
www.bournemouth.ac.uk
We	
 ?need	
 ?to	
 ?work	
 ?on	
 ?the	
 ?actual	
 ?experience	
 ?	
 ?

www.bournemouth.ac.uk
To	
 ?gain	
 ?compeAAve	
 ?advantage	
 ?online	
 ?	
 ?

www.bournemouth.ac.uk
social	
 ?media	
 ?empowered	
 ?the	
 ?consumers	
 ?

www.bournemouth.ac.uk
The aggregation of online feedback
mechanisms that use internet bidirectional
communication to share opinions about a
wide range of topics such as: products,
services and events
Dellarocas, 2003

The aggregation of all these online
feedbacks creates the web reputation of
the products service or event (and of the
destination)
Dellarocas, 2001 and 2005;
Bolton et al, 2004

www.bournemouth.ac.uk
What is reputation?

Sociology

Psychology

www.bournemouth.ac.uk

Marketing

ReputaAon	
 ?

Linguistic

Marchiori and Cantoni (2012)

Economics
Okso what?

www.bournemouth.ac.uk
1	
 ?

Deal with costumers

www.bournemouth.ac.uk
2	
 ?
Deal with the experience

www.bournemouth.ac.uk
3	
 ?

in	
 ?a	
 ?ever-?\changing	
 ?environment	
 ?

www.bournemouth.ac.uk

(Buhalis	
 ?&	
 ?Inversini,	
 ?Forthcoming)	
 ?	
 ?
So???	
 ?

www.bournemouth.ac.uk
What	
 ?is	
 ?your	
 ?eReputaAon	
 ?proxy?	
 ?

Brodie,	
 ?2009	
 ?

Consumers	
 ?

How	
 ?can	
 ?you	
 ?gain	
 ?compeAAve	
 ?advantage?	
 ?	
 ?
Services	
 ?	
 ?
Brand	
 ?

Employees	
 ?

www.bournemouth.ac.uk

Company	
 ?
Ad

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ESRC - Tourism Online Reputation & Competitiveness