Author(s): Melo, António J.D.V.T. ; Gonçalves, Eduardo ; Silva, Carlos
Date: 2022
Persistent ID: http://hdl.handle.net/10400.24/2705
Origin: Repositório Científico da UMaia
Subject(s): Online reviews; Market intelligence; Online visibility; Management response; Business performance; Accommodation; Services; Tourism; Strategies.; Strategies
It is very important to highlight the understanding of the business consequences of online consumer reviews, online visibility, presence expertise of businesses, number of accommodations, market intelligence, and management response. The authors gathered data on rural tourism establishments (RTA) from a website leading infomediary for rural tourism, related to 235 French RTAs. The performance of RTAs and market intelligence was provided by complementary survey. The results of the study show how consumers position RTAs based on their positive perceptions help managers to understand what leads the consumer to position the RTA and which characteristics are most relevant. The implications of this study are for both tourism specialists and RTA managers who, in their pursuit of success, attempt to track and assess the real connections between the RTA's specific consumer positioning based on their insights, provided in the online review comments, defined business strategy, and management behavioral competencies.
