The findings of the research conducted by Dr Li Li, Reader in Management from Bath Spa University Business School, into how to ‘Shape the Future of Bath’s Visitor Economy and Unlock the Power of Online Reviews’, have been published.With the assistance of many IoH members from across the South West region earlier this year, the aim was to better understand how hospitality and tourism businesses in Bath respond to online customer reviews and how this can affect guest satisfaction, trust and future bookings.
The study looked at over 3,000 customer reviews, survey responses from 64 participants and interviews with local professionals. It found that platforms like Tripadvisor and Google Maps are used regularly by more than 70 per cent of guests, while fewer people use Trustpilot. Interestingly, nearly half of the people surveyed said they often read reviews on Facebook, but a quarter said they never use it.
The research also explored how businesses respond to reviews and how the tone and wording of those responses can shape what guests think about the business.
Dr Li Li said: “I would like to express my deep appreciation to those Institute members who took part in this research. The project has also helped us identify some critical knowledge and skills gaps in the industry, and we will be running a new short course, Enhancing Digital Engagement in Tourism, to help address those gaps.”
Robert Richardson FIH MI, IoH CEO, commented: “We were delighted to support this research and help connect Bath Spa University with hospitality professionals across our South West region. The findings provide timely insight into how online reviews are shaping the guest experience and offer practical ways for businesses to build trust and strengthen their reputation in a competitive visitor economy.”
With Bath being such a popular UK visitor destination, the findings offer useful tips for improving guest communication and handling feedback in a way that builds loyalty and confidence.
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