Organizational reputation

In this study, the effects of organization-public relationship and crisis communication strategies on audience perception and attitudes during a crisis have been investigated experimentally. In the context of the research, an university in Turkey was selected as the organization and students were selected as target groups, and Coombs’ situational crisis communication theories have been tested an experimental study carried out with 97 students. Students were divided into 8 groups according to different corporate reputation and relational satisfaction perceptions; a crisis situation was created, and a different crisis communication strategy was applied to each group. According to the research results, no matter what the thoughts were before the crisis, crisis communication strategy doesn’t reduce the responsibility of the organization in crisis, and it doesn’t affect the minds of the audience, but the perception of corporate reputation and sense of relational satisfaction affect the credibility and confidence of the organization’s words and actions. Regardless of the corporate reputation and relational satisfaction, the strategy of denying the crisis gave the highest accusation score, and the messages given to reduce the negative consequences of the crisis were found effective within each group. The reason for this is that participants weren’t concerned about the cause of the crisis; they were concerned only with the messages to reduce the harmful effects of the crisis.

La réflexion que nous proposons dans ce mémoire est basée sur une nouvelle approche pour envisager la crédibilité. Le but de cette étude consiste principalement à comprendre la crédibilité par la théorie générale des systèmes et à déterminer les facteurs les plus significatifs pour la population, représentée par des échantillons lors de groupes focus.
Tout d'abord, il faut considérer la crédibilité d'un porte-parole comme le point central d'un système ouvert autour duquel gravitent, en produisant et en consommant de l'énergie sous forme d'échanges d'informations, des sous-systèmes. Ceux-ci sont reliés par des relations d'interdépendances constantes.
Le point central de ce système est composé de plusieurs facteurs de crédibilité qui s'interinfluencent. Chacun de ces facteurs est en relation soutenue bidirectionnelle avec chacune des composantes des sous-systèmes de l'ensemble que forme la crédibilité d'un porte-parole.
Afin de mieux comprendre ce système et les interactions qui agissent entre ses composantes, nous avons recensé les facteurs de crédibilité dans la littérature scientifique et nous les avons définis. Par la suite, nous avons réalisé trois groupes focus afin de comparer nos définitions avec celles des articipants. Parmi tous les facteurs de crédibilité recensés et définis pour cette étude, une dizaine d'entre eux ont retenu l'attention des participants aux groupes et ont été qualifiés de
déterminants pour la crédibilité d'un porte-parole.
L'analyse des résultats des groupes focus indique que les participants attribuent aux porte-parole tout le contrôle sur leur crédibilité . En effet, les participants ont déterminé les facteurs reliés au porte-parole avec contrôle comme étant les plus
significatifs pour être crédible.
Les résultats de cette étude indiquent également qu'un porte-parole peut construire et consolider sa crédibilité. Une connaissance étoffée des composantes du système et de leurs interactions ainsi qu'une connaissance approfondie de soi-même et de ses qualités naturelles de communicateur sont en grande partie, selon nous, les clés de la crédibilité.
Cette étude sur la crédibilité des porte-parole apporte donc de nouvelles connaissances dans le domaine de la communication organisationnelle et la prise de parole dans l'espace public.

Reputation of the public sector organizations has been in the limelight of research since the last few years. It is because a positive reputation attracts foreign direct investment, elevates the trust of the general public in their government, increases the net tax collections and in aggregate improves the image and identity of the country. The aim of the present study is to propose and evaluate a research model that includes project management maturity as an antecedent to organizational reputation. The suggested research model is assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Furthermore, the hypotheses generated in the study were examined based on a sample of 425 respondents from the project-based public sector organizations of Pakistan. Moreover, the findings indicate that there is a significant positive relationship between maturity in project management and reputation of public sector organizations. Additionally, it is determined from the findings of the study that different dimensions of project management maturity such as process management, project management training, knowledge management transfer, continuous improvement and the use of project management software positively affect the reputation of the public sector organizations in Pakistan.

Il contributo affronta il tema della Valutazione della Qualità della Ricerca (VQR) sotto il particolare profilo della reputazione, inquadrandolo come vero e proprio “sistema reputazionale”. Dopo aver ripercorso l’evoluzione dei sistemi valutativi della qualità della ricerca in Italia, l’analisi si concentra sull’ultimo esercizio di valutazione – la VQR 2011-2014 – approfondendone, in chiave critica e con particolare riferimento all’area giuridica, criteri valutativi e modalità. Infine, indagati i criteri di aggregazione dei risultati della valutazione dei singoli prodotti della ricerca, sia a livello di dipartimento sia di ateneo, vengono messe in luce le dirette conseguenze dei risultati della VQR in punto di finanziamento e i collaterali effetti distorsivi.

A poco più di un anno dai risultati della Valutazione della Qualità della Ricerca relativa al periodo 2011-2014, iniziano ad essere pubblicate le prime decisioni in cui il sistema reputazione applicato alla ricerca universitaria, vale a dire la Valutazione della Qualità della Ricerca (VQR), è stato posto all'attenzione del Giudice amministrativo.
Commento a TAR Lazio, sez. III, 24 novembre 2017, n. 11691 e a TAR Sardegna, sez. I, 10 gennaio 2018, n. 10.

Universitäten müssen sich zunehmend einem öffentlichen Wettbewerb um Sichtbarkeit und Reputation stellen. Dieser wird maßgeblich über Massenmedien ausgetragen. Allerdings sind Universitäten als komplexe, heterogene Institutionen nur schwer beschreibbar. Universitätsrankings setzen an dieser Stelle an: Sie reduzieren den komplexen Gegenstand auf Ranglisten und wenige Maßzahlen. Die vorliegende Studie untersucht, ob die Veröffentlichung von Ranking-Ergebnissen dazu führt, dass Massenmedien in ihrer Berichterstattung den im Ranking erfolgreichen Universitäten mehr Reputation zuschreiben. Auf Basis einer Inhaltsanalyse deutscher Leit-Printmedien rund um die jährlichen Publikationen der „Shanghai-Rankings“ von 2004 bis 2013 lässt sich zeigen, dass ein Ranking-Effekt auf die Berichterstattung existiert: Nach der Veröffentlichung der Ranking-Ergebnisse wurden dort platzierte Universitäten reputierlicher dargestellt als vor der Veröffentlichung. Dieser Ranking-Effekt ist bei besser platzierten Universitäten stärker als bei niedriger rangierten Hochschulen. Allerdings nimmt er im Zeitverlauf nicht zu.

Increasingly, universities find themselves in a competition about public visibility and reputation in which media portrayals play a crucial role. But universities are complex, heterogeneous institutions which are difficult to compare. University rankings offer a seemingly simple solution for this problem: They reduce the complexity inherent to institutions of higher education to a small number of measures and easy-to-understand ranking tables – which may be particularly attractive for media as they conform to news values and media preferences. Therefore, we analyze whether the annual publications of the “Shanghai Ranking” influence media coverage about the included German universities. Based on a content analysis of broadsheet print media, our data show that a ranking effect exists: After the publication of the Ranking results, included universities are presented as more reputable in the media. This effect is particularly strong among better ranked universities. It does not, however, increase over a 10-year time period.

In today's conditions, where communication opportunities have increased considerably, the establishment and management of organizational reputation has become a very important phenomenon for private schools. Foreign private schools, on the other hand, constitute an important example of other private schools in terms of their long-standing organizational reputation and their practices in this regard. For this purpose, it was tried to determine the perceptions of teachers and students about the organizational reputation management of foreign private schools. Survey research, one of the quantitative research methods, was used in the study. The research was carried out with 864 volunteer students and 105 volunteer teachers in three different foreign private schools. According to the results of the research, the organizational reputation management of foreign private schools was found to be high in terms of students and teachers. However, it was determined that teachers' perception of organizational reputation management was higher than students. Again, according to the results of the research, it was determined that as the grade level increases, students' perceptions of the organizational reputation management of foreign private schools decrease.
Key Words: Organizational reputation, organizational reputation management, foreign private schools

Actualmente, los administradores de empresas turísticas y hoteleras manifiestan su preocupación por el manejo de la reputación online dado que la comercialización de los servicios lleva implícito un riesgo por la falta de tangibilidad.
El objetivo de la presente tesis es comprobar la incidencia de la reputación online en la ocupación y rentabilidad de los hoteles en Latinoamérica, ya que los huéspedes del siglo XXI antes de realizar una reserva se documentan en las redes sociales, sitios de opinión y OTA para tomar una decisión de compra.
Respecto a la metodología, con el fin de recopilar la información, se recurrió a la Cadena Hotelera GHL, la cual suministró los datos de los 57 hoteles que posee en Latinoamérica y sus competidores. Para analizar la cantidad de habitaciones ofrecidas, porcentaje de participación en el mercado, cantidad de habitaciones demandadas del hotel, participación real, porcentaje de ocupación, venta total, tarifa promedio, RevPAR (Revenue Per Available Room), índice de penetración en el mercado, índice de tarifa promedio e índice de generación de ingresos se utilizó el programa GHLink. Los comentarios y las calificaciones se analizaron con el programa Revinate y el análisis de reservas por medios digitales se analizó mediante la página web oficial de los hoteles estudiados, Despegar.com, Booking.com y Expedia.com.
Al analizar la importancia de los comentarios en las redes sociales y de los hoteles en Latinoamérica se encontró que un mejor Global Review Index (GRI) incide en las ventas y la oferta, en concreto, se demostró que cuando el GRI se incrementa en una unidad, el RevPAR crece en 0,49%, manteniendo el resto de las variables constantes.
Los resultados de esta tesis confirman que las OTA son los medios digitales de comercialización que realizan un mayor número de reservas y, por ende, las que generan un mayor volumen de facturación. También se comprobó que cuando el número de reservas en Booking, Despegar o Expedia se incrementan en una unidad, la probabilidad que el hotel reciba una reserva a través de su página web se incrementa en un 11,6%, 47,3% y 22%, respectivamente.
También se comprobó que los hoteles más demandados por el segmento de mercado perteneciente a la industria de reuniones, incentivos, convenciones y exhibiciones son aquellos que se encuentran ubicados en la zona determinada por COTELCO como Zona Calle 93 - Calle 100 que se caracteriza por tener una amplia oferta de servicios de ocio. Hoy por hoy, los viajeros de negocios programan su tiempo para conocer la ciudad después de las horas laborales, e incluso programan sus viajes con unos días adicionales para disfrutar el tiempo de descanso en los lugares que visitan llevando a cabo actividades de Bleisure.
Finalmente, y con base en el análisis cualitativo de los comentarios recibidos en los hoteles de la Cadena Hotelera GHL, se presentaron recomendaciones de buenas prácticas para mejorar la reputación online de los hoteles en América Latina.
La presente tesis realiza las siguientes contribuciones al sector turístico y hotelero:
En primer lugar, teniendo en cuenta que los huéspedes potenciales miden la calidad por los comentarios registrados en las redes sociales, OTA y sitios de opinión, se presenta en el artículo 1 un manual que facilitará a los empresarios del sector de la hospitalidad mejorar las prácticas para controlar la calidad y de esta forma incrementar sus ingresos.
Segundo, en el artículo 2 se comprueba científicamente que los turistas están dispuestos a pagar más dinero por servicios de mejor calidad.
Tercero, se demostró que al aumentar las ventas por medio de OTA, se incrementa en mayor medida la probabilidad de que el hotel reciba reservas por la página oficial. En el artículo 3 se presentan sugerencias con el fin de mejorar el sitio web para que el administrador de empresas de alojamiento mejore sus ingresos disminuyendo las comisiones que debe pagar a las OTA.
Cuarto, se evidenció que los turistas que llegan a Bogotá pertenecientes al segmento de Industria de Reuniones prefieren alojarse en la zona determinada por COTELCO Calle 93-Calle 100, este resultado en el artículo 4 contribuye a la fijación de políticas públicas de la Secretaría de Turismo de Bogotá que permitan fomentar actividades y atractivos turísticos en la ciudad que inviten al turista de negocios a ampliar su estancia para disfrutar el Bleisure.
Esta investigación comprueba la importancia de la reputación online en el sector de la hospitalidad y brinda herramientas a los administradores hoteleros para mejorarla día a día.

One of the most prevalent educational challenges is the shortage of teachers in educational systems and the low reputation of the teaching profession. Due to the persistent labor turnover in schools and high job dissatisfaction among teachers in Europe and other parts of the world, this study seeks to find out factors that cause teachers' attrition as well their degraded prestige at the secondary school level. The structural characteristics of educational systems—standardization and stratification—will be used to evaluate how attrition rates shape labor market outcomes as well as the prestige of the teaching profession in Belgium, Finland, and Lithuania. The formation of the prestige of the teaching profession will be approached with the Weberian stratification theory that essentially addresses the key factors of the formation of teaching prestige. Together with policy implications, this research—based on statistical and empirical cross-country comparative study—provides integral understanding with new and relevant insights about the teaching profession and prestige in the secondary school level of three national educational systems in Europe.

With a notice that was issued by the Ministry of National Education, all the public high schools were gradually converted into Anatolian High School as of 2010. The aim of this research is to determine the criteria of school reputation of Anatolian High schools and how and to what extent the criteria changed after the notice was issued. Qualitative research was conducted in this research. The procedure of data collection is rooted in a maximum variation sampling. Anatolian High schools located in Buca, İzmir, were classified according to students' placement scores and by dividing these schools according to levels such as upper, low and intermediate, two school principals from each level were interviewed face-to-face. The data were analyzed with the computer programme MAXODA. The findings were edited considering the implementation of converting general high school into Anatolian High School. According to the findings, school reputation is influenced by 7 themes, namely " Being a Preferable School, The Education Quality of the School, Relationships with the Environment, The Adequacy of Financial Resources, The Service Quality of the School, Management Skills and The Effect of the Conversion of Anatolian High Schools. " It was understood that the school reputation of schools that were Anatolian High schools before the notice was issued declined whereas the school reputation of schools that were converted into Anatolian High school with the notice increased.

The objective of the research is to identify the role of Lean Leadership (LL) in building Organizational Reputation (OR) at Pharmaceutical industry in Egypt. The research population consists of all employees at the pharmaceutical industry in Egypt. Due to time and cost constraints, the researcher adopted a sampling method to collect data for the study. The appropriate statistical methods were used to analyze the data and test the hypotheses. The research has reached a number of results, the most important of which are: (1) the results of the data analysis indicated that the relationship between LL and OR was positive. This means that the employees awareness which has a good LL, lowers their feelings about their belonging to that organization. This is directly reflected in increasing their commitment and thus achieving the good reputation of the organization, (2) the employees realize that the organization is the place where they work. Therefore they try to maintain the reputation of the organization through their commitment, and they do not wish to detract from the organization in any way. This is because they consider themselves to be an important part of the fabric of the organization, (3) the analysis showed that the change in the level of employee awareness of LL is reflected in further levels of OR enhancement by employees, and (4) the analysis showed that the change in the availability of LL is reflected in the further change in the levels of organizational commitment of employees and this effect also leads to a change in organizational reputation levels. The research concluded that: (1) the necessity of investing the organization in the abilities of the employees in terms of the availability of the LL by respecting the capabilities of the employees of the organization such as finding a wage system commensurate with their efforts and urging participation in decision making within the organization, (2) adopting effective communication methods that enhance the importance of distinguished employees and build a system through which values can be established among the employees within the organization, and the need to be committed to exchanging positive respect for the characteristics of the employees and avoiding all that contributes to reducing the personal status of the employee, (3) the need for the organization to reflect a positive image of the members of society by disseminating positive information about its good reputation. The dissemination of information through seminars and conferences can enhance the employees' awareness of the status of the organization in society in general, (4) the organization should focus on the importance of social values in the organization and the need for employees to feel proud when their personal values dissolve in social values, which enhance their levels of commitment to the organization, (5) develop an appropriate strategy to manage and consolidate the concepts of LL, OR and highlight its importance, programs and applications through training programs, panel discussions, seminars and scientific conferences, and (6) The organization should pay attention to the process of creating a common vision among employees to enhance OR through LL, and encourage employees to make suggestions to develop their abilities and improve their performance, which makes the organization in a distinguished position compared to others in the same field.

Researchers and practitioners in all sectors agree that public relations
provides a lot of theoretical information about customer satisfaction, trust,
commitment, and supportive behaviour, as a strategic element. In this
context, in the field of sports management, relationship management
practices are important strategic issues that are worth working on, in the
context of gaining consumer satisfaction, trust and supportive behavior,
and maintaining commitment in sports centers. For this reason, this
research is designed to examine the effects of relationship development
strategies of people in private sports centers, on the trust, satisfaction,
commitment and supportive behavior of sports consumers. For this
purpose, the research on private sports centers and their consumers will
measure the dimensions of their relationship with the consumers of the
private sports centers, and will evaluate the consumers' attitudes to
perceptions of public relations.

This article aims to explain the variation in the scientific risk assessments conducted by two regulatory agencies: the European Food Safety Authority (EFSA) and the French Agency for Food, Environmental and Occupational Health and Safety (ANSES). To explain the merits of scientific risk assessments that have caused polarization within the EU, this article draws on bureaucratic reputation theory. The theory argues that regulators are political organizations that are active in protecting their unique organizational reputations. The findings obtained from  interviews, direct observations, and primary documents yield support for this framework: depending on reputational threats, agencies choose to emphasize either their role as guardians of the prevailing social values, or send strong professional signals by delivering a scientifically rigorous risk assessment.

This paper highlights the origin of organizational identity. Most studies tackle the issues of identity during organizational change. This paper particularly focuses on the formation of organization identity. A dynamic view of organizational identity is presented in the paper, wherein, the labels of organizational identity could be static but the interpretation of the meaning of organizational identity as a collective negotiated exercise of the stakeholders. Thus, this paper posits the idea that organizational identity as both a sense making and a sense giving process.

This doctoral thesis investigates how the reputations of organizations are narrated in the hybrid media system, characterized by different media logics and technological principles, and the affective attunement of storytelling stakeholders. The research problem is two-fold: first, to study how the new communication landscape affects the formation of organizational reputation, and second, to investigate the cognitive and emotional influences of reputation in the hybrid media system. The dissertation sees organizational reputation as a communicative phenomenon, which exists both as individual beliefs and socially constructed narratives that are born and circulated in the hybrid media system. Hybrid stands for a combination of older and newer media forms, which are intertwined in complex and dynamic assemblages, formed by individuals, affects, social contexts, organizations, and technological platforms, who all mutually influence the process of storytelling. The dissertation is a compilation of five articles. It employs a parallel mixed methods approach by using four different data sets: interviews with communication professionals in organizations; social media discussions; Wikipedia data; and psychophysiological measurements. With a multimethodological approach the study builds a bridge between the different schools of reputation studies: reputations are constructed as narratives that also have measurable effects on the people who consume them. In light of the results, a hybrid reputation narrative is polyphonic, emotional, and is formed in a context characterized by relative power structures between human and non-human actors. It is a form of narrative, in which the story elements can be stored in databases, searched, and hyperlinked by various, interacting actors, who through their use of the technical platforms generate the reputation narrative from fragmentary story pieces by merging opinions and facts. This dissertation highlights two aspects: the interplay between the social and the technological, and the importance of affect. First, the technological affordances and the social practices together form the settings in which the narrating takes place in the hybrid media system. Second, affect emerges as an inherent property of reputation, as an important characteristic of the reputation narratives, and as a feature to evaluate different platforms.

The chapter aims to describe how UniCredit has developed a competitive advantage model based on its Reputation Management System. The case presents the solutions adopted by UniCredit to measure and improve stakeholders’ perceptions, starting from the foundation studies, based on qualitative and quantitative survey researches, the extensive analysis conducted to identify reputation factors for competitive advantage, and the statistical tests carried out to show the correlation between the Bank’s practices, its Reputation and its business success. The case also describes the challenges ncountered when entering new markets occupied by well positioned international players: how does UniCredit use its reputation monitoring findings to steer stakeholders’ opinions to its favour, to build trust and gain market share? Finally, the case study offers a glimpse of the solutions that UniCredit is implementing in order to respond to the increasing relevance of new media channels and the Internet, which offer previously unimagined opportunities for personal expression and communication, in the belief that in the near future, the current stakeholder listening methods will be devoid of interpretative utility.

El presente estudio examina la identificación profesional de los profesionales de la comunicación en función de su comportamiento organizacional como parte de un entorno laboral. Su propósito consiste en conocer la forma en que la reputación organizacional y la compatibilidad percibida por el profesional sobre la organización donde labora afectan su identificación como profesional, y si esta sirve como mediadora para influir sobre su satisfacción laboral. En lo metodológico se acude a un modelamiento de ecuaciones estructurales basado en un instrumento transversal aplicado sobre 143 profesionales de comunicación social en Colombia. Los resultados obtenidos son coincidentes con las hipótesis planteadas. Se contribuye en la medida en que se evalúan constructos que exploran de manera plausible las percepciones y las conductas de los profesionales de la comunicación. Además, orienta sobre la forma en que ellos consideran se adaptan laboralmente a las estructuras organizacionales actuales y potencian su rendimiento.

This study examines the organizational behavior of communication professionals in a working environment. Its specific purpose is to determine the way in which the organizational reputation and the perceived fit with the organization affect their identification as professionals, and at the same time if this identification serves as a mediator for an eventual achievement of their job satisfaction. As for the methodology, the study conducts a cross-sectional survey applied to 143 professionals in social communication in Colombia, followed by a structural equation modeling-partial least square analysis. The results obtained are coincident with the hypotheses formulated. The study contributes as it evaluates several constructs that plausibly explore the organizational behavior of communication professionals, and guides how they consider they adapt to current organizational structures and enhance their performance.

The role of organizational reputation (OR) was studied as a source of sustainable competitive advantage (SCA) and superior performance, theoretically and empirically, among local authorities in Israel. Using the LISREL VIII program, we proposed a mediation model that argued for a relationship between OR and financial performance, mediated by three tests for SCA: OR-value, OR-rareness and OR-inimitability. The effects of demographic and environmental variables on financial performance were also examined. Strong support was found for the resource-based view (RBV), maintaining that to achieve superior performance, organizations need to acquire SCA, which is dependent upon the core resources it possesses.

Actualmente, los administradores de empresas turísticas y hoteleras manifiestan su preocupación por el manejo de la reputación online dado que la comercialización de los servicios lleva implícito un riesgo por la falta de tangibilidad. El objetivo de la presente tesis es comprobar la incidencia de la reputación online en la ocupación y rentabilidad de los hoteles en Latinoamérica, ya que los huéspedes del siglo XXI antes de realizar una reserva se documentan en las redes sociales, sitios de opinión y OTA para tomar una decisión de compra. Respecto a la metodología, con el fin de recopilar la información, se recurrió a la Cadena Hotelera GHL, la cual suministró los datos de los 57 hoteles que posee en Latinoamérica y sus competidores. Para analizar la cantidad de habitaciones ofrecidas, porcentaje de participación en el mercado, cantidad de habitaciones demandadas del hotel, participación real, porcentaje de ocupación, venta total, tarifa promedio, RevPAR (Revenue Per Available Room), índice de penetración en el mercado, índice de tarifa promedio e índice de generación de ingresos se utilizó el programa GHLink. Los comentarios y las calificaciones se analizaron con el programa Revinate y el análisis de reservas por medios digitales se analizó mediante la página web oficial de los hoteles estudiados, Despegar.com, Booking.com y Expedia.com. Al analizar la importancia de los comentarios en las redes sociales y de los hoteles en Latinoamérica se encontró que un mejor Global Review Index (GRI) incide en las ventas y la oferta, en concreto, se demostró que cuando el GRI se incrementa en una unidad, el RevPAR crece en 0,49%, manteniendo el resto de las variables constantes. Los resultados de esta tesis confirman que las OTA son los medios digitales de comercialización que realizan un mayor número de reservas y, por ende, las que generan un mayor volumen de facturación. También se comprobó que cuando el número de reservas en Booking, Despegar o Expedia se incrementan en una unidad, la probabilidad que el hotel reciba una reserva a través de su página web se incrementa en un 11,6%, 47,3% y 22%, respectivamente. También se comprobó que los hoteles más demandados por el segmento de mercado perteneciente a la industria de reuniones, incentivos, convenciones y exhibiciones son aquellos que se encuentran ubicados en la zona determinada por COTELCO como Zona Calle 93 - Calle 100 que se caracteriza por tener una amplia oferta de servicios de ocio. Hoy por hoy, los viajeros de negocios programan su tiempo para conocer la ciudad después de las horas laborales, e incluso programan sus viajes con unos días adicionales para disfrutar el tiempo de descanso en los lugares que visitan llevando a cabo actividades de Bleisure. Finalmente, y con base en el análisis cualitativo de los comentarios recibidos en los hoteles de la Cadena Hotelera GHL, se presentaron recomendaciones de buenas prácticas para mejorar la reputación online de los hoteles en América Latina. La presente tesis realiza las siguientes contribuciones al sector turístico y hotelero: En primer lugar, teniendo en cuenta que los huéspedes potenciales miden la calidad por los comentarios registrados en las redes sociales, OTA y sitios de opinión, se presenta en el artículo 1 un manual que facilitará a los empresarios del sector de la hospitalidad mejorar las prácticas para controlar la calidad y de esta forma incrementar sus ingresos. Segundo, en el artículo 2 se comprueba científicamente que los turistas están dispuestos a pagar más dinero por servicios de mejor calidad. Tercero, se demostró que al aumentar las ventas por medio de OTA, se incrementa en mayor medida la probabilidad de que el hotel reciba reservas por la página oficial. En el artículo 3 se presentan sugerencias con el fin de mejorar el sitio web para que el administrador de empresas de alojamiento mejore sus ingresos disminuyendo las comisiones que debe pagar a las OTA. Cuarto, se evidenció que los turistas que llegan a Bogotá pertenecientes al segmento de Industria de Reuniones prefieren alojarse en la zona determinada por COTELCO Calle 93-Calle 100, este resultado en el artículo 4 contribuye a la fijación de políticas públicas de la Secretaría de Turismo de Bogotá que permitan fomentar actividades y atractivos turísticos en la ciudad que inviten al turista de negocios a ampliar su estancia para disfrutar el Bleisure. Esta investigación comprueba la importancia de la reputación online en el sector de la hospitalidad y brinda herramientas a los administradores hoteleros para mejorarla día a día.

Abstract:Corporate social responsibility as a paradigm establish and became an importantc roles of business entities. Corporate social responsibility activities is placed and mixing between organization’s goal and social conditions. Attitude of social responsibility have purposes to build the organization’s reputation. Some ways is used to reach attitude of social responsibility, one of them was doing from the social campaigns. Campaign programs agenda is used to empower public as well as organizational member itself.