HOW DOES A MANAGERS RESPONSE TO ONLINE REVIEWS AFFECT STAFF MORALE WITHIN HOTELS?

Abstract

This research project explored the holistic relationship between online reviews, management responses and staff morale within the hospitality industry. Comparing and contrasting three hotels within North Wales, The Castle Hotel, The Imperial and Bodysgallen. The aim of the investigation was how do management’s responses to negative reviews affect staff morale within small hotels? The project used different sources of evidence. The author looked at secondary research to review and critically evaluate literature, hotel observation was used in order for the researcher to which helped establish a clear understanding of each organisations environment and background and semi structured interviews were used. The investigation managed to meet the aim of the research project and conclude areas in which management responses could impact staff morale. The methodological tool used within this dissertation was semi-structured interviews with six members of staff, two from each establishment. The semi-structured interviews gave the author insight to key findings such as the importance of praise for an employee and training within the industry. From the conclusion it has highlighted areas for future investigation and research. The author has made recommendations in regards to these areas, such as increasing the number of participants to see if levels of morale are consistent in different departments of a hotel.