Optimizing Digital Reputation Management through Guest Reviews on Online Travel Agents (OTA’s) at JPB Hotel

Kadek Yulia Sukma Dewi; I Gusti Ayu Putu Wita Indrayani; Dewa Gede Putra; Putu Mahaesa Surya Putri Utami

doi:10.55927/ijbae.v4i6.428

Authors

Kadek Yulia Sukma Dewi Politeknik Pariwisata Bali
I Gusti Ayu Putu Wita Indrayani Politeknik Pariwisata Bali
Dewa Gede Putra Politeknik Pariwisata Bali
Putu Mahaesa Surya Putri Utami Politeknik Pariwisata Bali

DOI:

https://doi.org/10.55927/ijbae.v4i6.428

Keywords:

Digital Reputation Management, Guest Reviews, Online Travel Agent, Jimbaran Puri, Management Response

Abstract

This study explores the importance of digital reputation in the hotel industry, focusing on guest reviews on Online Travel Agent (OTA) platforms. JPB Hotel faces challenges maintaining its reputation due to negative reviews on beach cleanliness, amenities, and pricing. Using a qualitative case study approach, data were collected through interviews with the Sales & Marketing Manager and content analysis of 157 guest reviews. Results show that 71.3% of reviews received responses, but response quality and timeliness, especially for negative feedback, varied. The study recommends empathetic response templates aligned with the hotel's luxury image, regular staff training, and setting a maximum response time standard of 24 hours to improve digital reputation management.

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