Moderating Impact of Online Reputation Management on Firm Created Contents and the Online Reputation of Destination Management Companies in Sri Lanka Tourism Industry

Abstract

This paper aims to investigate the moderating impact of Online Reputation Management on firm created contents and the online reputation of the Destination Management Companies in Sri Lanka tourism industry. The paper examines the leaner relationship between firm created contents and the online reputation of the Destination Management Companies in Sri Lanka tourism industry as well as the moderating role of Online Reputation Management in this relationship. Though the relationship between the firm created contents and the online reputation is a well-researched area, the moderating impact of Online Reputation Management on this relationship is fairly a new area that brings new knowledge to build the extent literature persistently. The results of this study suggest that the interaction effect between Online Reputation Management and Firm Created Contents can have a greater influence on the online reputation of a Destination Management Company in Sri Lanka tourism industry.