SOME ASPECTS OF REPUTATION MANAGEMENT IN THE HOSPITALITY BUSINESS

Thе article examines the nature and importance of the term “reputation” and its relation to the concepts of "image" and "brand". It outlines the characteristics of reputation management in the hospitality business, emphasizing specific manifestations of online reputation management. An overview is made of the most commonly used international online portals that share opinions and reviews of customers about their stay in hotels, which largely form the hotel reputation. The article identifies opportunities and the latest approaches to the use of reputation management in the hospitality business.