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Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2024) 1.3 Q3
Journal Citation IndicatorTM (2024) 0.26 Q4
Received: 2025-03-15  |  Accepted: 2025-07-14  |  Published: 2025-09-30

Title

Online reputation of hotels: an empirical study on the Czech Market


Abstract

The online reputation of hotels plays a crucial role in customer decision-making when selecting accommodation. Review portals are currently an invaluable source of information for potential guests. This research evaluates the reputation of six renowned hotels in the Czech Republic and identifies the factors that most significantly influence this reputation. The main objective of the paper is to evaluate the reputation of the selected hotels in the online environment and identify the key factors influencing their reputation. Content, descriptive, and variance analyses were employed to achieve the research objective. Data for the period 2021-2023 were obtained from the online review portal Booking.com. Key factors for each hotel were identified using content analysis. The analysis revealed that the most frequently mentioned factors were the staff, food, amenities, location, wellness, cleanliness, and price. The comparison of the hotels showed differences in their market popularity. The results of the variance analysis indicated the changes in hotel reviews within the period 2021-2023, showing that evaluations varied depending on the pandemic situation and current conditions. The findings are beneficial for strategic planning and the improvement of hotel services, staff development, and management practices, as well as for future customers, as they provide a better understanding of the factors influencing customer satisfaction and loyalty. A limitation of the research could be false or modified customer reviews. Future research could focus on a broader range of hotels and include other review platforms to provide a more comprehensive view of hotels' online reputations.


Keywords

online environment, reputation, hotel, reviews, key factors


JEL classifications

M14 , M21 , M31


URI

http://jssidoi.org/jesi/article/1338


DOI


Pages

189-209


Funding


This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Konečný, Michal
Institute of Technology and Business in České Budějovice, České Budějovice, Czech Republic https://www.vstecb.cz
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Kosíková, Michaela
Institute of Technology and Business in České Budějovice, České Budějovice, Czech Republic https://www.vstecb.cz
Articles by this author in: CrossRef |  Google Scholar

Pollák, František
Institute of Technology and Business in České Budějovice, České Budějovice, Czech Republic https://www.vstecb.cz
University of Economics in Bratislava, Bratislava, Slovakia https://euba.sk
Articles by this author in: CrossRef |  Google Scholar

Chamrada, Daniel
University of Žilina, Žilina, Slovakia https://www.uniza.sk
Institute of Technology and Business in České Budějovice, České Budějovice, Czech Republic https://www.vstecb.cz
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

13


Number

1


Issue date

September 2025


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 357  |  PDF downloads: 213

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