Technology has made any information needed by consumers easily available. This enables them to discover, research and ultimately purchase products or services. Consumers of products and services demand information not only from the manufactures and providers but also from their fellow consumers. Feedback of people who have used a product or a service is very important to someone interested in making a purchase of the same. This is where reviews come in. According to European commission study,82% of respondents read consumer reviews before shopping. Consumers of tourism services are also not left behind in this endeavor. They will often read reviews of past consumers which will guide them on the level of service to expect from a particular supplier. Presently millions of user reviews related to tourism and travel are available online on, suppliers websites and digital platforms. Digital platform like tripadvisor has over 450 million reviews related to travel Feedback that users can get on digital platforms are usually divided between Reviews which is generally more qualitative comments and descriptions Ratings which are quantitative rankings corresponding to degrees of satisfaction to the users According to UNWTO, Digital platforms which provide travel-related content generated directly by users can be a very useful source of information for consumers. This is not only true for the above mentioned review sites such as TripAdvisor and Yelp, that are known amongst others for their user-generated content concerning destinations, attractions and businesses, but also for websites traditionally known as booking engines, such as Booking.com, Airbnb.com or Thefork.com, which have reviews integrated in their presentation of properties, restaurants and other amenities. For Tour Operators in Tourism, reviews are also very important because they convince their customers that they will be able to get quality services. An operator with a lot of positive reviews usually has an
Technology has made any information needed by consumers easily available. This enables them to discover, research and ultimately purchase products or services. Consumers of products and services demand information not only from the manufactures and providers but also from their fellow consumers. Feedback of people who have used a product or a service is very