ABSTRACT
Hospitality industry managers are forced to constantly monitor and keep pace with technology and Internet evolution, which is seen as one of the most important factors affecting modern tourism consumer behavior. Not only are people allowed to share their personal experiences regarding hotels, evaluating how satisfied they were with each component of hotel service, but now these can be seen and cognitively evaluated by thousands of other potential guests. Therefore, the question of appropriate handling of both positive and negative reviews left on different online community web sites has become one of the vital issues in the modern hospitality industry. In this chapter, authors will present changes in tourism consumer behavior and hotel reputation management influenced by new technologies followed by useful tips on how to establish and successfully manage communication with hotel guests in online travel communities.
