Guest Review Management on Trip Advisor to Enhance the Reputation of Conrad Bali Hotel
DOI:
https://doi.org/10.55927/wakatobi.v4i2.78Keywords:
Guest review, TripAdvisor, hotel reputation, PDCA, hotel communicationAbstract
This study aims to evaluate how Hotel Conrad Bali manages guest reviews and how these strategies contribute to reputation enhancement. A descriptive qualitative method with a case study approach was employed. Data were obtained through in-depth interviews with the Quality Manager and documentation of 20 guest reviews on TripAdvisor, analyzed using the PDCA (Plan, Do, Check, Act) framework. The findings reveal that review management is handled by a dedicated team following Hilton's brand guidance through a relatively systematic process. Most responses demonstrated professionalism and empathy. The study also highlights a gap between planning and execution, particularly in the speed and consistency of responses. These findings underscore the need for a more structured and sustainable review management strategy through targeted communication training, clearer task delegation, and the integration of digital tools to support ongoing reputation management efforts.
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