SmartCity 360 2016, SmartCity 360 2015: Smart City 360° pp 692-703 | Cite as

Sustainable E-marketing of Selected Tourism Subjects from the Mediterranean Through Active Online Reputation Management

  • František PollákEmail author
  • Peter Dorčák
  • Nikola Račeta
  • Nella Svetozarovová
Conference paper
Part of the Lecture Notes of the Institute for Computer Sciences, Social Informatics and Telecommunications Engineering book series (LNICST, volume 166)


The paper discusses the issue of sustainable e-marketing of the selected tourism subjects from Mediterranean through active online reputation management, more specifically it presents the available ways and methods of measuring the phenomenon of online reputation of selected entities operating in the tourism sector on selected market. A thorough multifactor analysis of reputation in the virtual world of the Internet was conducted on a specific sample of entities - all hotels operating in a selected local Mediterranean destination. Taking into account all the relevant factors - entities ratings on major internet sites such as Booking, TripAdvisor a Facebook, these ratings are normalized and then compared against the widespread sentiment analysis. Using a careful statistical testing, relationships between factors are then examined in order to identify and describe basic facts affecting online reputation of selected entities in the hyper competitive market environment of the Internet.


Sustainable e-marketing Online reputation Reputator Internet Destinations 



This article is one of the partial outputs of the currently solved research grant VEGA No. 1/0145/14 entitled “Online reputation management (ORM) as a tool to increase competitiveness of Slovak SMEs and its utilization in conditions of Central European virtual market”.


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Copyright information

© ICST Institute for Computer Sciences, Social Informatics and Telecommunications Engineering 2016

Authors and Affiliations

  • František Pollák
    • 1
    Email author
  • Peter Dorčák
    • 2
  • Nikola Račeta
    • 3
  • Nella Svetozarovová
    • 4
  1. 1.Faculty of Management, Department of Marketing and International TradeUniversity of Prešov in PrešovPrešovSlovakia
  2. 2.Faculty of Business ManagementUniversity of Economics in BratislavaBratislavaSlovakia
  3. 3.Milenij hoteli d.o.o.OpatijaCroatia
  4. 4.Department of Management, Faculty of ManagementUniversity of Prešov in PrešovPrešovSlovakia

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