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Importance of Travel Reviews for Travel-Related Decisions Travel review readers perceive reviews posted by other consumers as having several advantages over information from travel service providers. Almost two thirds (65.3%) of the review readers think other travellers' reviews are more likely to contain up-to-date information, enjoyable information (61.2%) and reliable information (61.1%). Over half of the respondents perceive them also as more likely to contain detailed information (57.4%) and relevant information (53.6%).
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Consumer-generated content (CGC) is growing in importance. Especially online travel reviews written by consumers are ever more available and used to inform travel-related decisions. A Web-based survey of users of the most prominent travel review site, TripAdvisor, was conducted to investigate how other travellers’ reviews inform the trip planning p...
Citations
... AI algorithms personalize crisis responses based on traveler preferences, health data, and location-specific risks, ensuring tailored support and safety measures. AI systems send personalized alerts and recommendations to travelers based on their itinerary and current location, guiding them towards safe zones or alternative travel options during crises (Gretzel & Yoo, 2008). ...
This thesis aims to understand and examine the profound impact of LLMs on data mining and analysis in the tourism sector, a domain abundant with unstructured textual and graphical data, traditionally more challenging to analyze than numerical data. It explores the usefulness of a particular class of LLMs, called Generative Pre-trained Transformers (GPT), in improving data mining and analysis of textual information.
... Since its advent, social media has significantly changed how the tourism industry operates. Increasingly, individuals rely on different social media platforms to gather information and to detail their experiences of destinations and attractions (Gretzel & Yoo, 2008;Zelenka et al., 2021;Zeng & Gerritsen, 2014). For example, online review platforms are a common type of social media used by tourists throughout their planning and decision-making processes. ...
... Online reviews help tourists learn more about a destination and consider alternative places to visit (Yoo & Purifoy, 2007). Moreover, online reviews help tourists to identify perceived risks and to imagine the destinations or attractions beforehand to help determine whether they will enjoy them (Gretzel & Yoo, 2008). Therefore, online reviews can significantly impact how a tourist perceives a destination or attraction before visiting it. ...
Township tourism has evolved as a niche tourism offering in South Africa with the potential to create economic opportunities in townships. The experiences of tourists as expressed on online platforms are important barometers of what tourist offerings are working or not. This study analyses the star ratings of and written feedback about tourist attractions in Langa and Gugulethu in Cape Town, as posted on Google Reviews. A quantitative analysis of 9124 Google Review star ratings to ascertain the general ratings of 81 tourist attractions in the study areas yielded results of 3.9 and 4 out of five in Langa and Gugulethu, respectively. A content analysis was performed of 3340 written reviews on the online platform. The nine themes that emerged are discussed in the paper, namely overall experience; importance of history, culture and heritage; infrastructure concerns; safety issues; gastronomic experience; venue aesthetics; customer service; entertainment offerings; and community service and development. The study confirms that reviews from online platforms have the potential to improve the township tourism offering.
... Mobile technology has simplified the process for customers to access information about hotels and restaurants, make reservations, and share feedback. According to research by Gretzel and Yoo (2008), mobile technology can elevate the guest experience through personalized and location-based services. For instance, hotels can leverage mobile technology to send tailored messages to guests based on their preferences and location, ultimately enhancing customer satisfaction and fostering loyalty. ...
While disruptive technologies such as augmented reality (AR), virtual reality (VR), and mobile apps hold promise for enriching visitor experiences in heritage tourism, their integration necessitates a nuanced approach to ensure the sustainable development of the sector. This study addresses a critical gap in existing research by exploring this specific synergy within Thailand's unique tourism landscape. Through a comprehensive literature review, the study synthesizes existing knowledge on technology integration in heritage tourism, identifying both potential benefits (AR enhancing historical sites) and risks (overreliance on VR and social media's negative impacts). To bridge this gap and navigate these complexities, the research proposes a set of recommendations for a collaborative and sustainable approach. These recommendations prioritize community engagement, environmental consciousness, ongoing research, and collaborative governance. Additionally, they emphasize preserving the authenticity of heritage sites, ensuring technology serves as a tool for cultural preservation, not exploitation. By adopting these recommendations, stakeholders can leverage technology to create a thriving and sustainable heritage tourism sector in Thailand. This ensures both the safeguarding of the nation's rich cultural heritage for future generations and the creation of innovative and enriching experiences for visitors.
... This approach not only builds tolerance but also maintains customer retention by mitigating negative reactions (Yi & Gong, 2013). Furthermore, in a sector where perceived risk influences decision-making significantly (Huang et al., 2010), the power of word-of-mouth (WOM) or advocacy cannot be underestimated (Gretzel & Yoo, 2008). Airlines must leverage positive WOM by fostering an environment where customers feel encouraged to share their positive experiences, thereby aiding in reducing perceived risks among potential travellers. ...
... Skytrax, TripAdvisor, etc.) have increasingly become the primary source of information for travellers, e-WOM is critically important (Bigne et al., 2018;Brochado et al., 2022). Research highlights the impact of e-WOM on consumer behaviour in the airline industry, showing that online reviews significantly shape customer preferences (Brochado et al., 2022;Gretzel & Yoo, 2008). Thus, the findings of this study reflect the evolving nature of customer advocacy and acknowledge that e-WOM has become a key factor in shaping the competitive environment of the airline industry. ...
Building on expectation confirmation theory (ECT), this study examines the nexus between service quality and consumer repurchase intention in the airline industry, with a particular emphasis on the mediating role of customer citizenship behaviour (CCB). Utilising data from 260 respondents in the United Kingdom, the research employs partial least squares structural equation modelling (PLS-SEM) for the analysis. The findings indicate that service quality has a direct positive effect on CCB and repurchase intention. The study indicates that CCB, manifested through advocacy and tolerance, exerts a significant positive impact on consumer repurchase intention. The study uncovers that advocacy and tolerance behaviours serve as mediators in the relationship between service quality and repurchase intention, while feedback and helping do not play this role. The findings of the study contribute to the literature in the field of CCB and service quality in the airline industry.
... The degree of consumers' satisfaction/dissatisfaction with a product or service, also plays a fundamental role. When individuals are particularly dissatisfied with a product or brand, they are more likely to express their negative experiences to others (Bakshi et al. 2021;Eslami et al. 2018;Gretzel and Yoo 2008;Hennig-Thurau et al. 2004). This is in line with the theory of social sharing of emotions, which posits that individuals are more willing to share their negative emotions with others (Rimé 2009;Rimé et al. 1998). ...
This study analyzes how review length relates to numerical scores on online platforms, conducting separate analyses for positive and negative comments and accounting for non-linearities in the relationship. Moreover, we consider the role played by blank reviews, i.e. those ratings without textual content, a topic that has been largely overlooked in previous works. Our findings suggest that blank reviews are positively correlated with higher scores, which has important implications for the ordering of reviews on online platforms. We propose that these results can be explained by social exchange theory, which suggests that less strict review policies could increase engagement and lead to a more balanced evaluation of establishments. This could offset the tendency of dissatisfied guests to disproportionately report negative experiences. Future studies should compare the composition of guest reviews on platforms adopting differing review policies.
... Moreover, stress the importance of customization in e-tourism, emphasizing how personalization technologies can enhance travelers' experiences by offering tailored recommendations. Such customization not only improves user satisfaction but also drives repeat visits and positive word-of-mouth, as evidenced by research conducted by Gretzel and Yoo (2008). ...
The internet has become crucial for travel planning, providing extensive information on destinations, including accommodation, tourist sites, culture, history, and gastronomy. Online reviews, deemed more reliable than traditional sources, help 348 mitigate the risk of poor choices before booking. This study focuses on the Medina of Fes, a popular Moroccan destination, analyzing reviews from 120 tourists of 22 nationalities on TripAdvisor and interviews with local stakeholders. Highlights include traditional tanneries, local craftsmanship, the authenticity of local life, and the city's rich history. However, issues such as harassment by guides and street vendors, and challenges with some accommodations, are noted. The findings emphasize the need for measures to regulate tourist practices, ensure visitor safety, and preserve the authenticity of the Fes experience. Raising local awareness, regulating guides and vendors, and improving accommodation standards are essential for a positive and sustainable visitor experience.
... A recent study by Kuru and Erken (2020) also explores the quality of UGC (i.e., in YouTube) in terms of accurate and inaccurate information. Flanagin and Metzger (2007) suggested that when evaluating a UGC, independent judgments can be made regarding the platform hosting the information, the platform's sponsor, and the author qualification of the content, such as its expertise and credibility (Gretzel and Yoo 2008;Jin et al. 2009;Stöckl et al. 2006). Ghosh and McAfee (2011) pointed out that quality comes with reviews, such as reviews of products or services, comments on news articles or blog posts, and answers on discussion boards or question-and-answer forums. ...
As social platforms experience an influx of diverse content from users, the need to determine high-quality contributions becomes crucial, especially for educational purposes. This paper highlights the pivotal role of quality in assessing how educational-purposed user-generated content (UGC) shapes user experiences, fosters engagement, and establishes credibility. This study proposes a computational framework using a quasi-experimental evaluation through the sorting-based ELimination Et Choice TRanslating Reality, termed ELECTRE-SORT, with a dataset randomly generated from normally distributed user evaluations. Considering the diverse nature of contents, the method evaluates 16 educational-purposed UGC videos from different online media platforms (i.e. Facebook, YouTube, TikTok). These videos were categorized based on their concordance and discordance to three (3) main criteria: content quality, design quality, and technology quality. Employing the ELECTRE-SORT reveals that most UGC videos (i.e. 14 out of 16) fall into the “medium quality” category, possessing a considerable standard for the quality of educational purpose content. Their characteristics generally satisfy the quality attributes and can be used to guide the development of future relevant UGC videos. Finally, to demonstrate the robustness of the proposed approach, we presented a sensitivity analysis by designing different weight assignments to the quality attributes. Practical insights are outlined in this work.
... Este último ha creado un tipo de viajero que dista de la forma de reserva y planeación tradicional usada durante el siglo pasado. Estos viajeros ahora son los responsables de crear sus propias reservas hoteleras, de actividades y transporte de forma sencilla e independiente por medio de plataformas digitales que les permiten tener un control total sobre su viaje (Gretzel, Yoo, & Purifoy, 2007). ...
About recent innovations in different fields, as the case of Education and COVID.
Chapter 6 is a study about the transition from the virtual educational model towrads the nonvirtual educational model
... Navío-Marco et al. (2018) research highlights the importance of robust online visibility for tourism enterprises, encompassing easily navigable website layout and expeditious search mechanisms. Gretzel and Yoo (2008) indicate that online reviews have a notable impact on both the decision-making procedures and the reputation of tourism-oriented enterprises. The utilization of online reviews can furnish travelers with comprehensive and unbiased insights regarding tourist destinations and services, thereby facilitating their ability to make well-informed decisions. ...
Tourism is travel for entertaining and spending relaxation time with a memorable event. Information technology is becoming a major factor in many facets of a nation, even the tourism industry, which is heavily reliant on technology. The collection, handling, and preservation of textual and numerical data facilitate tourists' understanding of the destination and meet their needs. The objective of the study is to find the roles and importance of information technology in tourism promotion in Bangladesh. Besides, this study was to examine the usages of online travel websites, social media platforms, and different blog for travel planning, the significance of information technology for tourism businesses. The study used a qualitative in approach .For conducting this study primary and secondary data has been used. Primary data has been collected following structured questionnaire from the respondent and secondary data has been collected from journal, article and books. To evaluate the responses of the respondents a five-point likert scale was used. The study revealed that information technology can significantly influenced on customer service, communication processes, destination marketing and promotion, sustainable tourism initiatives, customer service and engagement resulting in increased customer satisfaction and loyalty. Respondents opined that technology can be used to raise visitors' awareness and educate them about local culture. Besides, that many individuals prefer mobile applications for booking travel and managing itineraries. The findings of this studies suggest that investing in technological infrastructure, upgrading IT systems, and training employees for enhancement digital skills are essential measures for tourism businesses to maximize the potentiality in that sectors.
... Purchase intention is the term used to describe a consumer's propensity or level of readiness to make a purchase. According to Yoo and Gretzel (2008), it is influenced by several variables, including product attributes, pricing, perceived value, and personal preferences. Customers who are more likely to make a purchase will complete the transaction and help e-commerce companies succeed. ...
The goal of this research study is to determine the behavioural factors influencing online purchases of electronic goods in the Indian e-commerce market. This study aims to determine the associations between behavioural factors like Consumer Purchase Behaviour (CPB) and Perceived Website Trustworthiness, product reviews (PW), product ratings (PR), recommendations (PRE), social proof, as well as Perceived Product Quality (PPQ). Based on accessibility, respondents were targeted using convenience sampling. The results show a strong significant association between behavioural factors and electronic product purchases. The path analysis showed that the variables had correlating, statistically significant associations. Based on various goodness-of-fit metrics, the proposed model demonstrated a good fit. The study adds to our understanding of consumer behaviour in the Indian e-commerce market and offers useful information for companies looking to create marketing plans that work.
