Exploring relationship marketing practices in hotel institutions through user generated reviews : an analysis of some TripAdvisor reviews in an Algerian hotel

Abstract EN

This study aimed at exploring relationship marketing (RM) practices in the Algerian hotel institutions from customers point of view by analyzing their reviews in platforms dedicated to tourism content.

To do so, (417) reviews of the hotel Best Western Colombe Oran were selected from TripAdvisor and analyzed in order to identify the key determinants of the RM strategy adopted by the hotel.

Findings showed the existence of several dimensions related to RM practices in this hotel namely: service quality, trust, commitment, competence and communication.

The analysis also showed that hotel managers use customers reviews as a tool for continuous improvement of their customer orientation strategy.