Consumer Travel Online Reviews and Recommendations: Suggesting Strategies to Address Challenges Faced within the Digital Context

Abstract

Purpose

The aim of this chapter is twofold: (i) to perform a synthesis of the academic research regarding the changes of tourist consumer behavior brought about by social media; and (ii) to suggest a set of strategies for tourism businesses to address resulting challenges.

Methodology/approach

Extensive literature reviews have been executed on the motivating factors and the effects of online reviews.

Findings

This analysis of the related research identified three main topics, namely: (1) the antecedents, the factors motivating tourists to write online reviews; (2) the impact of eWOM on providers of tourism services (business perspective); and (3) the influence of online reviews on consumers’ behavior (demand perspective). This chapter focuses on the impact of online reviews on tourism businesses and suggests suitable strategies.

Research limitations/implications

This study is based on a literature review and implications indicated by previous studies; hence the suggestions are indicative rather than conclusive. A need exists for empirical studies to fully validate the chapter’s suggestions.

Practical implications

This chapter outlines a series of adequate strategies formulated for business practitioners divided into two fields, namely managerial and marketing activities.

Originality/value

This study provides practical recommendations/suggestions for tourism businesses in addressing the challenges and opportunities raised within the online context.

Citation

Sotiriadis, M. and van Zyl, C. (2016), "Consumer Travel Online Reviews and Recommendations: Suggesting Strategies to Address Challenges Faced within the Digital Context", Sotiriadis, M. and Gursoy, D. (Ed.) The Handbook of Managing and Marketing Tourism Experiences, Emerald Group Publishing Limited, Leeds, pp. 469-486. https://doi.org/10.1108/978-1-78635-290-320161020