The Influence Of Firm Created And User Created Contents On The Online Reputation Of Destination Management Companies In Sri Lanka Tourism Industry

Abstract

This study systematically investigates the influence of Firm Created and User Created Contents on the Online Reputation of Destination Management Companies, with a focused examination within the Sri Lanka tourism industry. The research delves into the direct, linear connections between Firm Created Contents and the Online Reputation of Destination Management Companies in the Sri Lanka tourism sector, as well as the analogous relationships involving User Created Contents. Drawing upon a meticulously sampled dataset comprising 170 representatives from a list of 300 Safe and Secure listed Destination Management Companies in Sri Lanka, the findings provide compelling evidence of a robust linear relationship between User Created Contents and the Online Reputation of companies in the Sri Lanka tourism industry. However, the study's revelations challenge prevailing literature by underscoring the absence of a linear relationship between Firm Created Contents and the Online Reputation of Destination Management Companies within this specific context. Acknowledging the potential for negative content to significantly impact online reputation, the study emphasizes the paramount importance of safeguarding one's Online Reputation for Destination Management Companies. Consequently, gaining a nuanced understanding of the distinct impacts of both Firm Created Contents and User Created Contents holds substantial benefits for guiding strategic decision-making processes within this specific context.