User-Generated Content and Travel: A Case Study on Tripadvisor.Com

Using a sample of London hotels, it was shown that the TripAdvisor system displays detailed, rich and relevant data for use by consumers in their travel planning, and analyses suggest that the belief that the system is compromised by false reviews posted to enhance a hotels reputation or tarnish that of competitors is unfounded.

Abstract

Consumer generated content is rapidly gaining traction as part of the purchase decision making process. After examining the implications for travel businesses, this paper focuses on TripAdvisor.com, the largest online network of travel consumers to establish its current practices and challenges. Using a sample of London hotels, it was shown that the system displays detailed, rich and relevant data for use by consumers in their travel planning. Analyses also suggest that the belief that the system is compromised by false reviews posted to enhance a hotels reputation or tarnish that of competitors is unfounded. Little evidence was found of characteristics that typify false reviews.