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Ways of Seeing, Ways of Being

Representing the Voices of Tourism


Edited By Maurizio Gotti, Stefania Maci and Michele Sala

The aim of this volume is to give voice to the various and different perspectives in the investigation of tourism discourse in its written, spoken, and visual aspects. The chapters particularly focus on the interaction between the participants involved in the tourism practices, that is the promoters of tourist destinations, on the one hand, and tourists or prospective tourists on the other. In this dialogic interaction, tourism discourse, while representing and producing tourism as a global cultural industry, shows it to be on the move. Language movement in the tourism experience is here highlighted in the various methodological approaches and viewpoints offered by the investigations gathered in this volume.

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Hotel Responses to Online Complaints (Chalita Yaemwannang / Issra Pramoolsook)


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Hotel Responses to Online Complaints

1.   Introduction

The rise of the Internet has changed the way people communicate with one another. Specifically, people can communicate, access information and even distribute information much more quickly through the use of the Internet. Therefore, online information can affect customers’ decision-making process (O’Connor 2008). In the past, complaints were private between customer and business. Nowadays, people tend to express their attitudes and opinions on an online platform, which can contain both positive and negative comments. In other words, opinions given online and publicly-accessible online reviews of products and services can be considered as electronic word of mouth (eWOM; Arsal 2008). Online reviews are open to wider audiences, who can read any conversation between customers and product/service providers. Online responses produced by businesses can be referred to as ‘customer care’, ‘web care’, and ‘online reputation management’. In particular, when businesses respond to negative feedback, this is part of the business ‘service recovery’ process (Zhang/Vásquez 2014). Reputation is essential for business since customers’ trust and confidence have significant impact on a company’s survival (Business in Focus 2015). Online reviews by customers and online responses by businesses are the factors that could strengthen or weaken a company’s reputation. Customers’ reviews and businesses’ responses are considered to belong to the genre of computer mediated communication (CMC) since businesses’ responses to online complaint reviews use the computer as a medium in communication between...

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