Effect of social media and organizational memory on hotel reputation: A partial least squares-structural equation approach

This study aims to investigate the impact of organizational memory and social media on hotel reputation in Jordan. A self-administered questionnaire was employed in this study to collect data from 325 respondents using a convenience sampling technique. Partial least squares-structural equation modeling (PLS-SEM) was also used to test the suggested structural model. According to the study’s conclusions, social media and organizational memory have a favourable and significant impact on Jordanian hotels’ reputations. This study only covers respondents from Jordanian hotels due to a lack of finance and time, making it impossible to compare the results with those from other hospitality sectors. As a result, this is seen as a study constraint. Further research into the value of many facets of hotel reputation was conducted using importance-performance map analysis (IPMA). The results suggest that Jordanian hotels should utilize social media to boost their reputation. The findings of this study are meant to help Jordanian hotels comprehend the function that social media plays in enhancing hotel reputation. Findings from this study can help hotel managers and practitioners improve their digital reputation management approaches.