The impact of creating shared value on hotels online reputation

Manuel Ángel Fernández-Gámez · Antonio Manuel Gutiérrez-Ruiz · Rafael Becerra Vicario · Daniel Ruíz-Palomo

23 citations0/0 files storedCorporate Social Responsibility and Environmental Management

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Corporate Social Responsibility Reporting Digital Marketing and Social Media Corporate Identity and Reputation

Abstract

Abstract In this study, we investigated the relationships between created shared value (CSV) strategies and online reputation (OR) within the hotel industry. Our results show that CSV strategies improve hotel OR assigned by clients participating in consumer review Websites. Our findings fundamentally indicate that the relationship between CSV and OR in the hotel industry is relevant in two major CSV aspects: reconceiving products and redefining productivity in the value chain. Hotel managers interested in improving their hotel OR should, therefore, implement CSV strategies in their companies.

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