This master study is researching the factors that impact the electronic word-of-mouth (eWOM) generated on the TripAdvisor travel website which represents the world's largest online review site in the tourism sector. Memorable tourism experience, customer satisfaction and the willingness to help a company have been identified as factors that impact eWOM and this thesis focuses on examining the impact of these factors specifically on TripAdvisor. We examined the factors with regard to a provider of tourism activities in Slovenia and, at the same time, studied how long after the activity during their visit the tourists were willing to generate the reviews and share their experience. TripAdvisor is a very important social media channel because it is one of the most widespread sources of information for tourists – not only because they can find reviews of virtually all tourism providers (if they are not there, they don't exist), but also because there are new online reviews every day, which in turn means daily updates of travel experiences. Tourism experiences are intangible and tourists cannot test them before buying, therefore, they trust the actual experiences of other users (more than promotional messages of tourism providers). This means that online reviews can also play the role of a marketing tool. Understanding the factors which trigger the generation of reviews on TripAdvisor can help a tourism company to adapt its marketing activities and increase the sales of tourism products, services and experiences.
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