Background: 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.

Purpose: 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.

Method: 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.

Conclusion: 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.