Research On The Evolution And Improvement Of Hotel Collective Reputation Based On Official Media Informatio

The hotel industry is now confronted with the damage of collective reputation that obstructs its high-quality development.Nowadays,when the reputation of an individual hotel is in danger,the entire industry will be questioned.The consequences of a decline in collective reputation of the industry are unacceptable to the market,which means that the deteriorated quality of industry products and services may become a reality.Further study of the problem of the collective reputation of the hotel industry has therefore become a top priority.To theorize the expanding influence of reputation is the problem of collective reputation in economics,which is an important subject for current hotel industry.As a Nobel Prize winner,Jean Tirole has carried out remarkable research in the field of collective reputation.Following in the footsteps of Tirole,there have been abundant theoretical and modeling results in this field.Tirole and his successors focused on the measurement of collective reputation,confirming that collective reputation issues exist and are important;they discussed its significant impact.This paper applies the previous achievements to hotel industry reputation research,and under current national conditions chooses the official media material as the most important information source in order to solve practical problems of the hotel industry,and try to promote the construction of the collective reputation evaluation system with Chinese characteristics.Theoretically,the article establishes the connection between the official media materials and the collective reputation of the hotel through the macro-theory and the communication theory.From the macro-theory point of view,the official media information affects the collective reputation of the hotel.Firstly,development economics reveals that our country’s economy is still in the immature stage,and the social conflicts brought about by the industrial upgrading need the guidance of the official media;secondly,the new institutional economics maintains that the part of official media’s credit comes from the absence of a reasonable third-party social evaluation mechanism,and the official media is an important third-party information provider;thirdly,assimilation theory indicates that,we need logical cultural connections like the official media to keep our society going.From the perspective of communication theory,official media is not only an important builder of hotel reputation,but also has the secret code of corporate reputation in the formation process of its communication information.Although traditional reputation theory has sporadic thinking to explore the context of reputation formation,it lacks a systematic research on the process of collective reputation formation.Combining the traditional collective reputation theory with the emerging communication theory can provide some feasible explanations for the formation of collective reputation.Moreover,through the cognitive process of corporate reputation communication,this paper studies corporate reputation as a communication problem,and makes assumptions about the official media focusing on the collective reputation of the hotel,which can lay a solid foundation for qualitative analysis.Empirically,based on the theory of media’s social construction and procedural grounding theory,this article makes a quantitative and qualitative analysis of the influence of official media materials on the collective reputation of the hotel.The media’s social construction theory serves as a theoretical basis applicable to a qualitative study of the impact of the official media on the hotel’s collective reputation.But there exists a problem of overemphasis on an agency and code arising from researching reputation by making use of official media materials.It is advisable not to mirror the official media information as a reflection of reality.This paper has,first of all,constructed a quantitative model to explore the impact of official media attention on the operation indicators of the hotel industry,and then,by means of qualitative research,investigated the influence of the official media on the significance of collective reputation.The empirical research has demonstrated that from the quantitative perspective,the official media may not have any positive impact on the hotel industry.In regression modeling,statistics have indicated that the official media such as the People’s Daily has had some positive relationship with the hotel industry’s operational indicators.In terms of material analysis,this paper has analyzed the evolutional process of the official media’s attention to the hotel industry.Through automatic encoding,we have proved that the official media such as the People’s Daily has shifted its focus from an individual hotel to a group of hotels and then to the entire hotel industry.Next,in terms of programmed grounded theory,this paper has analyzed the current situation of the hotel industry(observation of the official media),reaction about the current situation of the industry(evaluation of the official media),the social role of the official media(continuance of observation and evaluation)and the positioning content of the official media.Through the analysis of categorical connections,we argue that the level of collective reputation can be improved by means of adjustment of the industry’s current situation and of the industry’s reaction about the industry’s situation.If the media has the ability to make any impact,it should be carried out delicately within reasonable bounds.If the balance of the official media maintained as a social role shifts,the media will suffer from the withdrawal of support by observers and stakeholders.In light of the positive impact of the official information on the hotel industry’s collective reputation,the industry is supposed to react positively to reasonable demands of the official media.Meanwhile,system designers should consider filling in the missing evaluation mechanism,making the media shoulder the responsibility of a third-party information provider and actively constructing well-equipped professional evaluation systems in the industry.