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dc.description.abstractThe research implies that hotel competition is shifting from unit profit margin to volumes and higher occupancy rates since the increasing importance of user-reviews’ online visibility. For that reason, it is suggested for hotel owners especially have smaller ones, should utilize ‘socially enhance recommendations’ to reinforce their online visibility using infomediary platforms and social media. However, it does not mean simply increase visibility. Manager should be careful and analyze what are their reviewers’ demographic and personal traits so that they can concentrate on delivering information about their positioning, trends in competition, etc. Also, it is recommended to develop an IT-based tool and organizational routine to help integrating information from different social media to gain economic value.en
dc.publisherVirginia Techen
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.subjectOnline visibilityen
dc.subjectSmall and medium hotelsen
dc.subjectMarket positioningen
dc.subjectLocalization outside popular destinationsen
dc.titleAre customers’ reviews creating value in the hospitality industry? Exploring the moderating effects of market positioning [Summary]en

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Creative Commons Attribution 4.0 International
License: Creative Commons Attribution 4.0 International