Artificial intelligence and technology in managing the online reputation of hotel offerings for the competitiveness of tourist destinations

Abstract

Online reputation has become a key factor in the competitiveness of tourist destinations, influencing travellers’ decisions. This paper proposes using an artificial intelligence-supported model to optimise hotel reputation management. A literature review (PRISMA methodology) demonstrates that AI can reduce response times to reviews, improve communication with guests and minimise the impact of negative reviews. AI also enables the automation of sentiment analysis, the extraction of indicators from reviews, and the reduction of management time and costs. However, this competitive advantage can only be realised when transparency, human oversight, safeguards against bias, review authenticity and privacy protection are ensured. 

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