Effectiveness Of Online Reputation Management In Moderating The Connection Between User-Created Content And The Online Reputation Of Destination Management Companies; With Special Reference To The Sri Lanka Tourism Industry

Abstract

This study explores the relationship between User Created Contents (UCC) and Online Reputation in Sri Lankan Destination Management Companies (DMCs). It assesses the direct impact of UCC and investigates the moderating role of Online Reputation Management (ORM). Data from 170 representatives of Sri Lanka's tourism industry DMCs, collected through structured email surveys and interviews, revealed significant insights. Online Reputation Management emerged as a crucial moderator, mitigating harm in negative UCC instances and amplifying positive influence in cases of positive UCC. The findings provide valuable insights for practitioners, guiding strategies for managing and enhancing online reputation amidst varying UCC sentiments. This research contributes a unique analysis of UCC and Online Reputation in Sri Lankan DMCs, introducing ORM as a pivotal moderator and offering fresh perspectives to tourism literature.