Eric Horster develops a measurement instrument to represent the complexity of the reputation construct and relate it to the travel decision-making process on the internet. Since reputation is an abstract phenomenon that is difficult to capture empirically, it is measured indirectly through visible indicators. The author develops a structural equation model, which he evaluates using PLS path analysis. He discusses various examples of reputation management in the hospitality industry, at destinations, and for review platforms, assesses their feasibility, and provides insights into further research needs.