Alessia Borré, Silvia De Ascaniis, Elena Marchiori, and Lorenzo Cantoni. Online Hotels Reviews. Practices of Listening and Dialogue. ~ 1 MB
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Abstract: In the era of the so-called Web 2.0, travelers’ behavior has significantly changed. One of the main characteristics of Web 2.0 is the user’s capability of becoming the creator, as well as the user, of contents. This has consistently increased the quantity of available online information, and hence, the possibility to access different opinions and viewpoints. In the case of online communication related to tourism and travel, the aforementioned availability of contents (information and opinions) translates into a further element of support for travel choices. Among the new sources of information, there are the online reviews that contribute, together with the official information, to build the reputation of a product or tourist service, being it a destination, a restaurant or a hotel, and to influence travelers’ purchasing decisions. Particularly, in the hotel sector, it is fundamental and urgent to listen to the guests and converse with them, developing systematic monitoring and response strategies to the online reviews.