The Voice of Travelers : Leveraging User-Generated Content for Tourism Development 2018
Tourism is growing faster than ever before in emerging and developing economies. In just 10 years, the tourism landscape has changed completely. Digital platforms are changing the way travel is traditionally researched, bought, sold, experienced an...
| Main Authors: | , |
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| Format: | Report |
| Language: | English |
| Published: |
World Bank, Washington, DC
2018
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| Subjects: | |
| Online Access: | http://documents.worldbank.org/curated/en/656581537536830430/The-Voice-of-Travelers-Leveraging-User-Generated-Content-for-Tourism-Development-2018 http://hdl.handle.net/10986/30451 |
| Summary: | Tourism is growing faster than ever
before in emerging and developing economies. In just 10
years, the tourism landscape has changed completely. Digital
platforms are changing the way travel is traditionally
researched, bought, sold, experienced and shared.
Facilitated by digital platforms, user-Generated Content
(UGC) is fast becoming the most important and widely used
source of travel information. This impacts the
traveler's path to purchase and disrupts established
travel agencies, guidebooks, conventional marketing
approaches and star rating systems. It also presents new
opportunities for developing destinations to leverage these
platforms for big data and cost-effective performance
improvements. The World Bank Group and TripAdvisor
collaborated on this report to support destination
management organizations and local suppliers to extract the
most value from UGC, while avoiding its pitfalls. This body
of work aims to highlight good practices and suggest tools
to consider when building plans for managing online
reputation. It also provides case studies that illuminate
effective campaigns and investment. The report is intended
for use by those involved in or responsible for the
management and/or marketing of a destination or a tourism
business, with a focus on the leisure-travel market. |
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