Fonte: Journal of Tourism & Development; Vol 39 (2022); 41-63
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Resumo: The purpose of this research is to determine the place and importance of digital reputation management in tourism establishments. In this context, it has been attempted to determine what needs to be done to strengthen the digital reputation of tourism establishments. The interview form technique, one of the qualitative research methods, was used in the study. In this context, 44 digital marketing agencies cooperating with tourism establishments and 11 hotel establishments were determined. Interviews were done with 11 of the determined agencies, and a participation level of 25% was achieved. The data obtained from the participants were analyzed with the content analysis method using the MAXQDA analysis program. As a result of the research, it has been determined that the website should be kept up-to-date and monitored by considering the customer satisfaction rates. Also, it is crucial for tourism establishments not to reduce their service quality and select or train their personnel from well-equipped and trained individuals to protect their reputation. Finally, it was stated that during the COVID-19 pandemic process, tourism establishments should pay attention to hygiene conditions in order to remain strong in the market and protect their reputation. Digital reputation cannot be achieved without a good website, a practical customer relationship management approach, and social media management, and tourism establishments need to have a corporate social media account to strengthen their reputation.
