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eWOM: The Importance of Reviews and Ratings in Tourism Marketing
Abstract
It is difficult to find a traveler who has not written and/or read an online review at any stage of their travel. Most people will not book a hotel if this has no reviews and/or will not choose a destination before reading some opinions from other users. Tourism professionals can gain a comprehensive understanding of the dynamic relationships and key influential factors which are relevant to online reviews. A single business can have thousands of reviews. This creates a situation of information overload for hotel managers, who encounter themselves with increasingly larger numbers of information to analyze and act upon. The ability to effectively analyze data, using in occasions dedicated software becomes a crucial aspect of hotel management. The chapter ends with a reflection on how eWOM is leading to the generation of a new approach to business management.
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