Speaker
Description
The rise of online platforms has fundamentally transformed the tourism industry, enabling global sharing of consumer experiences and opinions, consequently amplifying the importance of online reviews. These digital evaluations now constitute a significant informational resource for prospective travelers and a powerful determinant shaping the perceptions and behaviors of tourism organizations. The ability of tourists to post reviews provides businesses with invaluable feedback, shaping tourism decision-making processes. This shift has created a dynamic where organizational culture, defined as the shared values, beliefs, and norms guiding employee behavior, is increasingly influenced by the continuous feedback loop of online reviews. Consequently, tourism organizations must adapt their internal operations, service delivery, and marketing strategies to align with the expectations and sentiments expressed in these reviews.
The Internet is revolutionizing the tourism industry as both an information source and a sales channel, with online platforms expanding distribution networks and significantly impacting sector growth. Digital technologies have transformed the industry, causing major shifts in businesses, products, services, and experiences. The influence of online reviews on organizational culture within the tourism sector is a multifaceted topic, highlighting the interplay between customer feedback, organizational ethos, and competitive advantage. An organization's ability to respond to these reviews is critical, as they not only shape consumer perceptions but also reflect and mold organizational culture and internal practices.
This study conducts a bibliometric analysis to provide a comprehensive overview of the scholarly literature examining the impact of online feedback on organizational culture within tourism organizations. By analyzing publication trends, key authors, influential journals, and thematic clusters, this research aims to map the evolution and current state of knowledge in this domain. This approach will identify pivotal research areas, emerging trends, and potential gaps, contributing to a deeper understanding of how online reviews shape organizational culture and inform strategic management practices in the tourism sector. The findings will provide valuable insights for both academics and industry practitioners seeking to navigate the evolving relationship between online feedback and organizational culture in the digital age of tourism.
