In today's digital landscape, technology has revolutionised the accessibility of information for consumers. This transformation empowers individuals to effortlessly explore, investigate, and make informed purchasing decisions regarding products and services. In their decision-making process, savvy consumers not only seek insights directly from manufacturers and service providers but also place significant value on feedback from fellow users. The opinions of those who have firsthand experience with a product or service are crucial for potential buyers aiming to make educated choices. Enter the realm of reviews—an indispensable resource in guiding these consumer journeys. With the digital era, travellers are equipped with invaluable resources at their fingertips. As discerning consumers within the tourism sector, they meticulously peruse reviews from past patrons to gauge the calibre of service offered by various providers. This insight is crucial as millions of user-generated reviews about travel and tourism populate the internet, accessible on suppliers' websites and other digital platforms. For instance, TripAdvisor hosts an impressive repository exceeding 450 million travel-related reviews. Feedback available across these platforms generally falls into two distinct categories: 1. Reviews: These provide qualitative insights through detailed comments and descriptions. 2. Ratings: These offer quantitative assessments that reflect overall satisfaction levels from previous users. By leveraging such comprehensive feedback, travellers can make informed decisions tailored to their expectations and desires. 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. In the highly
In today’s digital landscape, technology has revolutionised the accessibility of information for consumers. This transformation empowers individuals to effortlessly explore, investigate, and make informed purchasing decisions regarding products and services. In their decision-making process, savvy consumers not only seek insights directly from manufacturers and service providers but also place significant value on feedback from fellow
