1.Discuss why is TripAdvisor appealing to consumers? There are several reasons why TripAdvisor is appealing to consumers. Firstly, TA is the first travel site that provides unbiased and real consumer comments about travel to a certain destination. Founder and CEO of TA, Kaufer recalled that the reason to set up TA was that cofounders of TA found it was impossible to acquire unbiased travel-related information on the Internet. They wanted deeper insight about hotels rather than the simplex information provided by hotels themselves. Moreover, they wanted to know the real information provided by those who had already stayed in the hotels. Furthermore, although there were several blogs about personal travel experience, there was no existing platform for people to look for the information on those blogs. Secondly, TA is similar to a social network to some extent. With the rapid development of information technology in recent years, social media and social network …show more content…
According to Litvin et al. (2007), there are a large number of people enjoying themselves in sharing travel experiences and expertise with others. There are also many people who want to get self-enhancement from writing reviews and sharing on online travel reviews sites. Because those people who want self-enhancement are willing to get positive recognition from others (Engel et al. 1993; Henning-Thurau et al. 2004; Sundaram et al. 1998). Henning-Thurau et al. (2004) pointed out that self-enhancement can be generated from helping others solving problems. Writing reviews on TA sites is an easy and effective method to help others with the problems related to travel, because referring to online travel reviews and comments has been a very important method to help people plan their travel. According to a research conducted by Weilin and Svetlana (2012), nearly all the respondents indicate that they will refer to the online comments when they plan their
Prendergast, G., Ko, D., & Siu Yin V., Y. (2010). Online word of mouth and consumer purchase intentions. International Journal Of Advertising, 29(5), 687-708
In article “The influence of e-word-of-mouth on travel decision-making: Consumer profiles”, it says that the presence of e-WOM brings more choices and information to tourism from a wide range of users (Hernández-Méndez, Sánchez-Fernández & Muñoz-Leiva 2015). Another advantage is social media tools are considered a more credible source of information because those who generate the content have no vested interest in the companies. According to Wu and Wang, “if users trust the comments and opinions of others in the online environment, it will positively affect their trust and attitude towards the brand and their purchase intent.” (as cited in The influence of e-word-of-mouth on travel decision-making: Consumer profiles
In reality anyone can provide a review – anyone from honest travelers to dishonest employees of the hotel/restaurant/tour in question who feels mis...
This type of media is called Consumer Generated Media (CGM). Today’s customers are looking online for feedback on hospitality establishments. “Approximately 300 million public comments are made online worldwide every day” (32). Customers read previous guest experiences posted on the web to choose which hospitality establishment to visit. Negative online reviews spread faster than positive ones. Reputation software can monitor the online conversations and minimize the impact and visibility of negative search results.
Lam, D., Lee, A. and Mizerski, R. (2009) 'WORD-OF-MOUTH COMMUNICATION AS HELPING BEHAVIOR', Journal Of International Marketing, 17(3), pp. 55-70 [Online]. Available at: www.researchgate.net (Accessed: 12 May 2014).
The main function of Tourism Australia is to increase awareness and desire in potential international and domestic travellers to include Australia as a destination by using digital marketing where consumers are able to share their own experiences and media familiarisation to bring international journalists and influencers to report and publicise Australia. Through partnership between corporate sector such as Australian Hotel Association WA, Regional Tourism Organisation and the government who includes Austrade, Tourism Research Australia, Tourist WA is responsible to determine the destinations’ need that may include access, attraction, accommodation and amenities, as well as provide input, advice on strategies to drive maximum destination development which will assist the state’s tourism industry achieve its full
Customers who take the time to research reviews are more likely to regard a blend of positive and negative reviews as legitimate. By now, plenty of internet users are aware that some sites only display positive reviews of their products and services, and many also know that such sites may be offering paid or fake reviews. Displaying a reasonable mix of reviews that reflects a broad range of feedback could be one of the easiest ways to improve the credibility of your website and
Currently, social media is the most popular method of communicating and interacting with others. It is a methodology to new media as it changes and evolves with our needs and expectations. Social media has evolved and adapted to become a huge part of our personal and professional lives.
Yoo, H. k. & Purifoy, M. 2007. Role & Impact of Online Travel Reviews: Online travel Review study. Laboratory for Intelligent Systems in Tourism Texas A&M University
Research that has been carried out recently reveals that ninety-two percent of customers read consumer reviews online before they make any decisions on whether to obtain a product or service. It is, therefore, significant for you to keep customer’s best interest in mind by improving your products or services in response to the feedback given by the customers. This will help in eliminating bad content or reviews; this is because, in your Google search result, having a negative review could cost you greatly all potential customers who begin researching your
Social Media means the use of web-based and mobile technologies to make communication an interactive dialogue. It takes on many different forms including social blogs, Internet forums, magazines, micro blogging, photographs or pictures, wikis, videos, podcasts, rating and social bookmarking. With the world in the midst of a social media revolution, it is very obvious that social media like Facebook, Twitter, WhatsApp etc., are used extensively for the purpose of communication. This form of communication can be done with a person or a group of persons. Today most of the people working in the organizations, especially the young generation are hooked on to the different social media for keeping in contact with their peers. It is media for the social interaction as a superset beyond the social communication. There are both advantages and the disadvantages of using social media. One very important advantage is online sharing of knowledge and distributing information among the different groups of people. And this online sharing of information also promotes the increase in communication skills among the people. There are also disadvantages of
The world is full of wonders and once-in-a-lifetime opportunities, that we take advantage of. Traveling is the ultimate education and it never fails as a teacher. It teaches you things no class can about the world and yourself. Seeing a historical spot and being in the environment it is in teaches you what no text book can. Most people hear about what is happening in the world through the bias not understanding media. However, if you are a traveler the real world influences you in a way the media will never be able to. We understand how the world works with its many cultures and lifestyles. Being a part of and experiencing different cultures broadens your views of the world and changing’s what you think of the world. Having expanded knowledge and understanding about culture is not the only thing travelers have. Finding your true self and learning about who you are is the best thing about being a traveler. There is no better way to find yourself because when you travel you open yourself up to millions of opportunities. Without travel you may be completely unaware of your true persona. Your limits are tested and you are completely out of your comfort zone when traveling. Getting out of the comfort zone helps you grow as a person and see your potential. I have experienced many different cultures that have personally changed myself and my outlook of the world. Traveling has given me the greatest education I know more about the world, cultures, and myself. Being a traveler is a huge blessing in my life I am so glad I am able to travel and see the world. Nothing can take away the memories that traveling and being a traveler has brought me. Get out there and see this beautiful world for yourself and become a traveler, you will not regret
Nowadays, social media is growing very rapidly throughout the whole world. Social media has changed the way that we communicate with others through using these common social networking sites like Face book, Twitter, and Instagram…For that, social media has positively and negatively impacted our life.
Tourism is an important and intricate element to society. It affects economical, social, cultural and environmental elements. Tourism can be argued to have a negative impact on the environment and decrease our already depleting resources, but tourism can also be argued to be a major contributor to strengthening economies, spread cultural traditions and improve people’s lives. Tourism
As we have entered the second decade of the 21st century, our habits are changing significantly. The Internet is still on the rise and now is more than ever impacting virtually all the industries worldwide. The case is not different for the hospitality industry, where sites like TripAdvisor.com, Trivago.com or Oyster.com lead the way of new-age hotel reviewing. According to ReviewPro “The influence of online reviews and social media has now reached an unprecedented level within the hotel industry.” and therefore hoteliers must recognise the importance of these on their sales and reputation. This essay will be focusing on the hotels’ point of view to explain the significance of online reviews on hotel industry and how hotels can use them to their advantage.