Electronic Word of Mouth and Its Credibility in Tourism: The Case of Tripadvisor

Martin Fili, Dejan Križaj

Abstract


Paper deals with Word of Mouth, Electronic Word of Mouth, travel website TripAdvisor and the reviewing of the tourism companies. It seeks positive and negative aspects of this phenomenon, especially its credibility. The marketing background is presented together with the TripAdvisor description and the marketing role it has. Several negative cases connected with TripAdvisor’s reviews are identified and further research is suggested in order to understand the reviews better and to explain how tourism companies can benefit from it even more.


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