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Reputation und Reiseentscheidung im Internet
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Eric Horster entwickelt ein Messinstrument, um die Komplexitt des Reputationskonstruktes abbilden und dieses auf den Reiseentscheidungsprozess im Internet beziehen zu knnen. Da Reputation als abstraktes Phnomen empirisch schwer zu erfassen ist, wird sie ber den Umweg von sichtbaren Indikatoren gemessen. Der Autor entwickelt dazu ein Strukturgleichungsmodell, das er mithilfe einer PLS-Pfadanalyse auswertet. Er diskutiert verschiedene Beispiele des Reputationsmanagements in der Hotellerie, bei Destinationen und fr Bewertungsportale, bewertet ihre Umsetzbarkeit und gibt Ausblick auf weiteren Forschungsbedarf.
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