Aphisavadh Sriling
Abstract- This project paper emphasizes to study the impacts of implementing online reputation management (ORM) strategies on hotel bookings in the luxury hotel sector in Bangkok. The project paper has adopted a qualitative study approach, incorporating the five in-depth interviews with the sampling of luxury hotels in Bangkok, to further research into the clear dynamics of online reviews and their consequences on bookings. The outcomes highlighted the decisive role of online reputation managers in luxury hospitality industry across three primary objectives. Hotelkeeper, especially in the luxury hotels, are desired to recognize the interconnecting dynamics of human-edited content. and its impact on reservation behaviours. In addition, the findings underscore that hoteliers in Bangkok have consummated a significant change in booking patterns according to application of offline reputation management (ORM) strategies. The results recommend that hotel executives can prosper effective strategies to not only increase their online existence but also maximize the satisfaction of guest, eventually expand bookings and insuring sustainable accomplishment and competitiveness.
