The role of Moral Intelligence in Online Reputation Management for Tourism Companies

Document Type : Original Article

Authors

1 Faculty of Tourism and Hotels- University of Sadat City

2 Faculty of Tourism and Hotels, University of Sadat City

Abstract

In the age of the internet negative news travels fast, all organizations or institutions need to manage their online reputation to avert disasters that can frighten existing and prospective customers. The research aims to study the dimensions of moral intelligence (sympathy - conscience - self-censorship - respect - kindness - tolerance - justice) and its role in improving online reputation of travel agencies, as well as identifying the means of protecting tourism agencies for their online reputation and presenting a strategy for managing online reputation in tourism and travel agencies. In order to achieve the objectives of the research, the two researchers adopted the descriptive analytical approach, and distributed 403 questionnaires to employees of Egyptian travel agencies from the study sample (26 companies). The two researchers were able to analyze 209 questionnaires after receiving the forms from the respondents and excluding the invalid ones. And the results of the research indicated that there is a strong direct relationship between the dimensions of moral intelligence and online reputation management for tourism companies with a value of 0.778. The results of the research also indicated that 64% of the study sample confirmed the availability of specialized programs to manage the reputation of their companies electronically, which helps the presence of the tourism agencies’ website in an advanced order on the search engines. The research recommended tourism and travel agencies to activate the merits of moral intelligence and commitment to achieve the goals of the company and improve the level of performance through training courses and the acquisition of skills specialized in electronic dealing.

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