Online Reputation Management and Environmental Sustainability Strategy in Greek Hotels: Perceptions, Practices, and Impacts

In a digitalized hospitality industry, managing online reputation has become a strategic priority for hotel enterprises aiming to strengthen customer trust and competitive advantage. This study investigates the strategic management of online reputation in the Greek hotel industry, emphasizing the growing importance of environmental sustainability. Drawing from established literature and empirical insights, the research addresses a gap in previous studies by focusing specifically on how sustainability-related content affects online brand perception in the Greek context. It explores how Greek hotel managers monitor, evaluate, and respond to user-generated reviews across platforms such as TripAdvisor, Booking.com , and Expedia. It highlights six key dimensions of hotel reputation management, including review monitoring, industry benchmarking, and responsiveness to customer feedback. The research also delves into how environmental and sustainability-related comments influence hotel reputation, customer loyalty, and brand value. Particular attention is given to whether and how managers act upon customer feedback related to green practices—such as energy efficiency, waste reduction, and plastic use—and the perceived benefits of these actions on market performance. Through a detailed questionnaire targeting Greek hotel operators, the study uncovers both the challenges and opportunities in aligning reputation management with sustainability goals. The research results provide critical information on best practices for integrating environmental responsibility into online reputation strategies. Implications are offered for hotel managers, industry associations, and policymakers seeking to enhance digital and environmental strategy alignment in hospitality sector in Greece. This dual focus on digital engagement and ecological awareness positions hotels to enhance guest satisfaction while promoting long-term environmental stewardship.