Abstract
Destination managers are investing considerable efforts (time and money) in order to market their destination online without considering that unofficial information competitors (e.g. blogs, wiki, media sharing website etc) are gaining more and more popularity among internet users. This research uses online reputation as a metric to make sense out of the huge amount of user generated contents available online applying a conceptual framework to the reputation analysis: Destination Online Reputation (DORM). The model, derived from the popular models used in corporate reputation analysis has been tested within the tourism online domain accessible trough search engine of a popular English destination: London. Results demonstrate the validity of the model in understanding and managing destination online reputation.
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