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Reputation Und Reiseentscheidung Im Internet: Grundlagen, Messung Und PRAXIS
Paperback
Series: Entrepreneurial Management Und Standortentwicklung
ISBN13: 9783658006105
Publisher: Springer Gabler
Published: Jun 6 2013
Pages: 287
Weight: 0.90
Height: 0.70 Width: 5.83 Depth: 8.27
Language: German
Reputation ist als abstraktes Phänomen empirisch schwer zu erfassen; daher wird sie über den Umweg von sichtbaren Indikatoren gemessen. Eric Horster entwickelt ein Messinstrument, um die Komplexität des Reputationskonstruktes abbilden und dieses auf die Reiseentscheidung im Internet beziehen zu können. Der Autor entwickelt dazu ein Strukturgleichungsmodell, das er mithilfe einer PLS-Pfadanalyse auswertet. Er diskutiert verschiedene Beispiele des Reputationsmanagements in der Hotellerie, bei Destinationen und für Bewertungsportale, beurteilt ihre Umsetzbarkeit und gibt einen Ausblick auf weiteren Forschungsbedarf.
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