ABSTRACT

In the digital age, online review platforms significantly influence the reputation and perception of hospitality establishments. This study scrutinized the impact of review websites, particularly TripAdvisor, on the reputation management of luxury Parisian hotels. The primary objective of this research was to discern the influence of TripAdvisor ratings on consumer perceptions and decision-making processes, with a specific focus on luxury hotels in Paris. This perspective is vital, given the increasing reliance of tourists on online reviews when choosing accommodation. The investigation into the impact of online ratings on luxury Parisian hotels' reputations utilized a Mixed-Methods Approach, integrating Quantitative techniques, such as Descriptive Statistics, Partial Least Squares, and Structural Equation Modeling, with a Qualitative Netnography-inspired method. This amalgamation allowed for a nuanced examination, encompassing 800 randomly selected reviews for quantitative analysis and a focused set of 150 reviews for qualitative insights, and additionally, 35 interviews for qualitative insights. Findings revealed that TripAdvisor ratings considerably impact the reputation of luxury Parisian hotels. Positive reviews were correlated with a heightened hotel reputation, whereas negative reviews had an adverse effect. Furthermore, ratings were found to be a significant factor in potential guests' decision-making processes, confirming the influence of online reviews on hotel selection. In conclusion, the research underscored the profound impact of review websites on luxury Parisian hotels' reputation management. The findings highlight the necessity for luxury hotels to engage proactively with such platforms, acknowledging their role in shaping public perception and influencing consumer behavior.

Keywords: Review Websites, Reputation Management, Luxury Parisian Hotels, TripAdvisor Ratings, Online Reviews, Consumer Behavior.