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...

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Bibliographic Details
Main Authors:	Salem, Talia, Twining-Ward, Louise
Format:	Report
Language:	English
Published:	World Bank, Washington, DC 2018
Subjects:	TOURISM REVENUE MARKET ACCESS USER-GENERATED CONTENT ONLINE PLATFORM MARKETING TRAVEL INFORMATION TRAVEL INDUSTRY TRAVEL SERVICES VISITOR INFORMATION DIGITAL PLATFORM
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

id	okr-10986-30451
recordtype	oai_dc
spelling	okr-10986-304512021-05-25T09:18:34Z The Voice of Travelers : Leveraging User-Generated Content for Tourism Development 2018 Salem, Talia Twining-Ward, Louise TOURISM REVENUE MARKET ACCESS USER-GENERATED CONTENT ONLINE PLATFORM MARKETING TRAVEL INFORMATION TRAVEL INDUSTRY TRAVEL SERVICES VISITOR INFORMATION DIGITAL PLATFORM 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. 2018-09-27T16:55:27Z 2018-09-27T16:55:27Z 2018-09-25 Report 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 English CC BY 3.0 IGO http://creativecommons.org/licenses/by/3.0/igo World Bank World Bank, Washington, DC Publications & Research Publications & Research :: Working Paper
repository_type	Digital Repository
institution_category	Foreign Institution
institution	Digital Repositories
building	World Bank Open Knowledge Repository
collection	World Bank
language	English
topic	TOURISM REVENUE MARKET ACCESS USER-GENERATED CONTENT ONLINE PLATFORM MARKETING TRAVEL INFORMATION TRAVEL INDUSTRY TRAVEL SERVICES VISITOR INFORMATION DIGITAL PLATFORM
spellingShingle	TOURISM REVENUE MARKET ACCESS USER-GENERATED CONTENT ONLINE PLATFORM MARKETING TRAVEL INFORMATION TRAVEL INDUSTRY TRAVEL SERVICES VISITOR INFORMATION DIGITAL PLATFORM Salem, Talia Twining-Ward, Louise The Voice of Travelers : Leveraging User-Generated Content for Tourism Development 2018
description	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.
format	Report
author	Salem, Talia Twining-Ward, Louise
author_facet	Salem, Talia Twining-Ward, Louise
author_sort	Salem, Talia
title	The Voice of Travelers : Leveraging User-Generated Content for Tourism Development 2018
title_short	The Voice of Travelers : Leveraging User-Generated Content for Tourism Development 2018
title_full	The Voice of Travelers : Leveraging User-Generated Content for Tourism Development 2018
title_fullStr	The Voice of Travelers : Leveraging User-Generated Content for Tourism Development 2018
title_full_unstemmed	The Voice of Travelers : Leveraging User-Generated Content for Tourism Development 2018
title_sort	voice of travelers : leveraging user-generated content for tourism development 2018
publisher	World Bank, Washington, DC
publishDate	2018
url	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
_version_	1764472159172820992

The Voice of Travelers : Leveraging User-Generated Content for Tourism Development 2018

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