Gestão de respostas aos feedbacks positivos: como hotéis em João Pessoa otimizam suas reputações online

Abstract

With the advancement of technologies, it has become more complex for hotels to manage consumer comments published on digital platforms, as potential guests increasingly tend to look at the way enterprises respond to reviews. In this context, the management of online reputation by accommodation providers is highlighted. This research aimed to analyze how hotels located in João Pessoa (Paraíba) have been managing positive reviews published on the website of the travel agency Booking.com. The study followed a qualitative approach, and the data collected from the website was organized into a form. 390 responses to positive comments published on the mentioned website were collected. To analyze them, the thematic content analysis technique was used. The focus on evaluating responses to positive comments only is justified by the need for more studies that consider this reality, since research in this area usually analyzes responses to negative feedback only. It was found that most companies recognize that responses to positive feedback are relevant to strengthening their online reputations, adopting a more active stance. Overall, the study can help accommodation companies become aware of the importance of managing responses to positive comments as a way of attracting new guests and strengthening their online reputations.