How hotels respond to online public opinion

The following are some opinions on how hotels should respond to online public opinion.

First, it should be sparse rather than blocked to ensure the openness and transparency of information. Sudden hot events, especially negative events, will inevitably attract widespread attention from online public opinion. Therefore, it is necessary to build a public opinion monitoring platform similar to the Doric Public Opinion Data Analysis Station system to grasp first-hand information at any time and grasp the spread of negative information. The online public opinion formed at this time will contain various voices of netizens, including many extreme and irrational voices, and sometimes such voices are even mainstream. When handling this incident, the hotel should speak with facts, disclose the truth, set the agenda, and guide public opinion. Instead of trying to block noise and block the channel of public opinion, this is more likely to be counterproductive, because only facts are the basis for guiding public opinion.

Second, it is better to explain than to avoid, and take the initiative to assume due responsibilities. The outbreak of public opinion crises is most often caused by avoidance of accountability and failure to actively respond to emergencies, and accountability is the focus of public opinion about the incident. For example, in the case of the cousin incident, the relevant departments of Shaanxi Province adopted an evasive attitude in the face of netizens' demands for accountability, failed to answer netizens' questions in a timely manner, and failed to provide effective answers to the public's relevant requests from the media, which aroused public dissatisfaction. The Sanlu Group was only led by public opinion, was extremely passive in dealing with the crisis, and eventually perished.

Third, it should be comprehensive rather than partial, and should reflect the dialectical nature of opinions. When emergencies trigger an online public opinion crisis, there must be various opinions behind it. Different views and opinions form the main tone of public opinion during the conflict. When handling a crisis, hotels should dialectically set topics, highlight the mainstream understanding, and dialectically guide the audience's understanding so that the audience does not blindly follow their opinions or be swayed by temporary emotional catharsis.

Fourth, it should be soft rather than hard, and serve as an inspiration for understanding. In the process of crisis management, the hotel should have a gentle attitude and act as an opinion leader to guide wrong understandings step by step. It is not appropriate to use simple and crude preaching or criticism to force people to accept their own opinions.

Fifth, it is better to proceed slowly rather than hastily, and pay attention to the orderly and gradual implementation of results. When dealing with an online public opinion crisis, it is not advisable to think about quelling the incident overnight. Instead, we should formulate staged disposal strategies based on the development laws of public opinion, guide the development direction of public opinion step by step, and make public opinion develop in the right direction that is conducive to the handling of the incident.

The hotel’s contingency plan for sudden public opinion incidents:

1. Handling of guest complaints:

In progress - if a dispute occurs and the party complained cannot handle it To solve the problem, you must promptly contact the supervisory leadership to coordinate, and must not speak harshly to the guests, causing serious consequences;

Afterwards - regardless of whether the complaint is handled reasonably or not, the reasons for the incident, etc. must be reported to the superior in a timely manner Leaders should report and analyze and study the incident to find the best solution, which can form emergency incident handling training materials in the long term.

2. Media monitoring such as newspapers, magazines, television, and radio must pay attention to all hotel employees due to limitations such as too wide a scope, too scattered information, and fixed and concentrated working hours of department employees. Public opinion monitoring notices are issued to all departments, requiring employees to report to the marketing department in a timely manner once they discover any comments (pros and cons) related to the hotel. Appropriate rewards can be given to individuals who have contributed to avoiding major negative impacts on the hotel.

3. Network public opinion monitoring:

Network monitoring scope:

Lock large portals - estimated to take 10 minutes

Sina, Sohu , Tencent, NetEase, Daqin (select the homepage respectively, search for hotel-related keywords and articles, etc. and save excerpts)

Follow the community, etc. - estimated 15 minutes

Baidu, Tieba, Tianya, Maopu, Weibo (select the community homepage respectively, search for hotel-related keywords and articles, browse the first 5 pages of information published on the day, and collect hotel-related information)

Online shopping evaluation - Estimated 20 minutes

Meituan.com (***5 group buying pages: check all the evaluations on each page of Meituan.com that day, and summarize the key points of the evaluation content)

Dianping.com (***Monitoring of Dianping.com sign-in walls on 3 group buying pages: check the consumption evaluation and sign-in wall content of the day, and summarize the key points of the evaluation content)

Nuomi.com ( ***There are 3 group buying pages in total: check the consumption evaluation of the day, and summarize the key points of the evaluation content)

Tongcheng.com, Juntu Travel Network, Cunyou.com (check the consumption evaluation of the day, and summarize the evaluation content) Focus on summary)

Monitoring statistics: The monitoring of the above 16 websites is carried out by the personnel on duty of the marketing department on the same day. The marketing department has set up a special online public opinion monitoring book to register and collect daily online public opinions. , and it will be announced and discussed at the morning meeting the next day. The departments involved will punish the responsible persons and conduct telephone follow-up visits to the guests.