The main outcome of the project will be a syllabus of a new course with highly important and demanded knowledge.

The main objective of the project is to create a syllabus and teaching materials for a new course that will enable to teach the topic of online reputation management (ORM) systematically, based on real data and experience. The overall strategy of the project is to develop a sustainable training product for the enhancement of the skills and competencies for future managers and tourism workers.

The main outcome of the ORM project will be a syllabus of a new course with highly important and demanded knowledge. The outcomes will include syllabus, presentations, textual support for teachers, case studies, best practices (e-books), and experimental online module.

The target groups are:

  • students of tourism and hospitality programs;
  • teachers of hospitality and hotel management, tourism/online marketing;
  • managers and practitioners.

Besides these three main target groups, there are other subjects potentially involved in the project – tourism managers as consultants, national associations as partners for dissemination, student communities interested in the theme etc.

The consortium of universities is a unique mixture of know-how in several areas needed for the successful realization of the project. In the project, there are involved universities with good knowledge and specialization in the field of reputation management, hospitality, destination management, tourism marketing and modern and traditional research methods. All the universities see the topic as an important part of the students’ skills and knowledge and are ready to implement this topic into their study programs. This mixture of specializations will encourage the knowledge transfer and support information sharing in the project team.

This project is carried out transnationally:

  • Travel and tourism is an international phenomenon and the platforms are mostly designed for global use
  • Tourism is about learning new cultures, differences and communication styles. The experience from abroad is highly valuable for the students and future managers in tourism
  • The significance of the online reviews and ratings for tourism and hospitality enterprises differentiate in different countries
  • Tourism and hospitality customers are from abroad as well, and the result of global research will help to get generalizable and representative results.
  • Creating the course on the participating universities in different countries will enhance the mobility of the students and teachers

 

More information

Natalia Kushcheva
Project manager
Tel. +358 40 834 2806
Natalia.Kushcheva@xamk.fi

 

Project events

INTERNATIONAL BARCAMP

BarCamp “Digital experience of an online customer in tourism and hospitality” was organized by the South-Eastern Finland University of Applied Sciences (Finland) in cooperation with the Prague University of Economics and Business (Czech Republic) on March 8th, 2022.

This event was organized in the framework of the Erasmus+ project “Online Reputation Management”. It will increase cooperation and knowledge flow between the universities, raise the cooperation between the academic and business sector. Program (pdf)

 

 

Program

10.30 – 10.35 Greeting from the Prague University of Economics and Business, Czech Republic
Zuzana Kvítková, PhD, Project Manager, Department of Tourism, Faculty of International Relations

10.35-10.40 Greeting from the South-Eastern Finland University of Applied Sciences (Finland)
Natalia Kushcheva, PhD, Project Manager, Department of Tourism, Hospitality and Youth Work

10.40-11.00 VR Communications and social media (VR – Finnish Railways) Panu Mäenpää, Director, Media Relations and Company Culture & Iida Säyniö, Service Supervisor

11.00-11.20 Restaurant of the future Renata Lukášová, Culinary Art, Customer Service Manager

11.20-11.40 Online customer journey in Innovo Travels Eveliina Sahiluoto, XAMK student

12.00-12.10 Break

12.10-12.30 How architecture and interior design shape social media in tourism Katerina Tihlarikova (Co-founder of ID Brand, Identity Designers)

12.30- 12.50 Impact of the Influencer Marketing and e-WOM in Digital Marketing of the Destination: case of VisitKotkaHamina – DMO of Kotka, Hamina and Loviisa Region Viktoria Shishkova, Tourism Marketing Specialist

12.50-13.10 Opening a hotel in digital era – challenges in reputation management Otakar John (General Manager, Stages Hotel) – an interview

13.10-13.30 New consumer habits with the rise of click and collect in the catering industry Nine Euvrard & Marine Lalande, XAMK exchange students

 

RESEARCH ON THE ONLINE REPUTATION OF DESTINATIONS AND DMO’S IN FINLAND

The International Academy of Technology, Education and Development (IATED) is an organization dedicated to the promotion of international education and university cooperation in the field of Technology and Science. INTED2022 Publication provides an overview of the current situation of education around the globe. All accepted contributions will be included in the IATED Digital Library to form part of the database of innovative projects in Education and Technology. This publication will be submitted for evaluation for its inclusion in Web of Science (Conference Proceedings Citation Index) as it has been annually done since 2010.

This conference is held at international level. Every year, INTED has had over 700 participants from more than 80 different countries.

XAMK project manager Mrs. Natalia Kushcheva participated in the INTED-2022 conference online. She presented the article  Monitoring Online Reputation Of Tourist Destinations In Finland (pdf)

Presentation: Natalia Kushcheva_07_03_2022 (pdf)

Certificate of participation.

E-LEARNING MODULE

On the project meeting in Prague October 14-15th it was decided to create and pilot an e-learning module which would be included into any relevant course. The length must be about 1 cr. Due to difficulties of using common educational environment, it was decided to have this e-learning module on the platform of the partner. In XAMK Learn online learning environment is used.

E-micro course “International consumers’ motivational drivers for eWOM” is a 1 cr part of the “International marketing” course. It was created within the framework of the Erasmus+ project 2020-1-CZ01-KA203-078479 “Online Reputation Management” (ORM), which is running by 4 European partner universities – Prague University of Economics and Business (Czech Republic), Matej Bel University (Slovakia), the University of Florence (Italy), and South-Eastern Finland University of Applied Sciences (Finland).

The period of piloting e-micro course is 1.04-30.04.2022.

The content of the course was discussed by the consortium partners on the project meeting in Prague as well.

Teaching materials are prepared by Zuzana Kvítková (Prague, Czech Republic), Kristína Medeková, Kristína Pompurová, Andrej Malachovský, Tomáš Makovník, Ľubica Šebová, Radka Marčeková, Ivana Šimočková (all from Banská Bystrica, Slovakia), Tiia-Mari Eilola and Natalia Kushcheva (both from Mikkeli, Finland).

All partners participated in the e-learning module, presented case studies from their countries, which were accompanied by few discussion questions:

  • Original Sokos hotel Vaakuna (Mikkeli, Finland)
  • Online Reviews of Tourism Destinations on the Social Network Facebook (Banská Bystrica, Slovakia)
  • Fake reviews and fake accounts (Prague, Czech Republic)

 

 

Besides material given in case studies, e-module contains few links to Internet resources, which make the process of learning more interesting and memorable for students.

The link to the project “Users’ questionnaire” was available for answers 18 January – 15 February 2022. All together 29 students answered this questionnaire. Their friends and relatives were invited to this questionnaire via questionnaire link, Lux environment (XAMK intranet for students and teachers in Finnish and English) and via Facebook pages ”Matkailun parhaaksi”. For the period of studying e-learning module, the questionnaire was already closed.

This experimental e-learning module is one of the most important outputs of the ORM project. It goes in line with the latest trends and suits the needs of distant and international students. XAMK is experienced in online teaching and creation of the module is inspiring and brings a new experience to the partner consortium.

The presentation of the results of studying the e-learning module “International consumers’ motivational drivers for eWOM” will be demonstrated on the project meeting in Mikkeli in June 1-3, 2022.

Online Reputation Management in Destination and Hospitality: What We Know, What We Need to Know

A Book “Online Reputation Management in Destination and Hospitality: What We Know, What We Need to Know” is in progress. More information will be updated later.

Facts

Online reputation management in Tourism

1 September 2020 – 30 April 2023

Project partners

Lead partner: VYSOKA SKOLA EKONOMICKA V PRAZE (Czech Republic)

Partners: UNIVERZITA MATEJA BELA V BANSKEJ BYSTRICI (Slovakia), SOUTH-EASTERN FINLAND UNIVERSITY OF APPLIED SCIENCES (Finland), UNIVERSITA DEGLI STUDI DI FIRENZE (Italy)

Focus areas: Sustainable wellbeing

Budget

Total budget: € 268 730

XAMK part of the total budget: € 83 355

Financiers and main source of funding: Erasmus+