AbstractsEconomics

<strong>Background:</strong> Due to new technologies, electronic word-of-mouth (eWOM) is becoming increasingly important, and has proven to have a significant impact in the decision-making process within the tourist industry. There is a large assortment of research focusing on why consumers voice their opinion online and engage in eWOM. However, there is little research to be found concerning how hotels currently manage online review sites from a service management perspective. <strong>Purpose:</strong> The purpose of this thesis will focus on how hotels actively incorporate online review sites in their management and marketing strategy from a service management perspective. <strong>Method:</strong> Primary- and secondary sources have been used in order to fulfil the purpose of this thesis. A multiple case study including in-depth interviews as well as observations has provided important empirical findings for the analysis and conclusion. <strong>Conclusion:</strong> Through this thesis, the authors have been able to establish how hotels can work successfully with online review sites from a service management perspective. The strategic issue concerned with eWOM is how to encourage customers to interact through TripAdvisor and write and share reviews. In addition, how to treat the online reviews maturely, and how to interact and use the information is imperative.