Social value of online information in the hotel industry

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Studies show that public information can create social value, which reflects on the purpose of this paper in identifying information on the online environment of the hotel industry which can directly or indirectly create social value and ultimately a competitive edge. Privately owned, small and mid-sized hotels in Romania find themselves in competitive online environment and, as such, many of them cannot compete or don’t possess the know-how to compete within the online environment. With identifying the information shared on the hotels online environment and the capability of the information in creating social value, hotels can reevaluate their online strategies. The immediate objective of this paper is to analyze the websites of a sample of 99 small and mid-sized hotels in Romania and to identify critical information that can directly or indirectly create social value. Part of the objective is to draw a conclusion of the main differences on the information shared on the hotels website, which in terms will show where small and mid-sized hotels can improve their online content strategy with socially valuable information. Key findings reflect that Romanian hotels have a clear pattern across the country when it come to their online environment. However, there are serious deficiencies that can influence both economical results and the possibility of creating socially valuable information online. This work increases our understanding of the information shared on the hotels websites in Romania and comes with suggestions that hoteliers can apply in the future to increase the competitiveness and the social value of their online environment.

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