Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2021 Annual Conference

Antecedents and consequences of strategic online reputation management for tourism firms

Published: May 25, 2021


Francisco Peco Torres, University of Granada; Ana Polo Peña, University of Granada; Dolores Frías Jamilena, University of Granada


The present work proposes to advance in the study of the background and consequences of the strategic online reputation management (SORM) for tourism firms. Specifically, it is proposed that CRM is an antecedent of SORM and that brand equity is a consequence of it. It is also suggested that the use of online tools moderates the effect of SORM and CRM on brand equity. To achieve this objective, a quantitative empirical study has been carried out among online marketing managers of hotels belonging to hotel chains and a structural equation model is used to verify the proposed relationships. The results show that CRM is an antecedent of SORM, and that both CRM and SORM have a positive effect on brand equity for firms with an extensive use of online tools. From the study it can be concluded that if tourism firms intend to their SORM to be reflected in their brand equity, they should rely on CRM and have an extensive use of online tools.


This work was supported by the Ministerio de Educación y Formación Profesional from Spain under Grant FPU 15/07264; and the Ministerio de Economía y Competitividad from Spain under Grant Research Projects ECO2015-65306-R.