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.
Details
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Author
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Document Date
2018/09/01
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Document Type
Working Paper
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Report Number
130052
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Volume No
1
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Total Volume(s)
1
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Country
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Region
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Disclosure Date
2018/09/25
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Disclosure Status
Disclosed
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Doc Name
The Voice of Travelers : Leveraging User-Generated Content for Tourism Development 2018
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Keywords
social media; copyright clearance center; net impact; travel experience; word of mouth; application programming interface; tourism; length of stay; behavior of tourists; world tourism organization; return on investment; country of residence; local tourism industry; destination management organizations; Find Hotel; sustainable tourism development; high price tag; tourism value chain; Tourism Supply Chain; barrier to entry; world wide web; tourism marketing strategies; types of content; tourism business; media channels; tourism product; user review; social network; marketing channel; tourism destinations; business account; web page; tourism sector; travel information; tour operator; travel industry; virtual reality; global tourism; tourism research; tourism demand; business training; take time; monitor performance; consumer behavior; travel destination; product offerings; product category; online platform; consumer trust; Learning and Innovation Credit; social engagement; travel agency; product quality; Travel Services; development work; online community; innovative way; visitor information
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Citation
Salem,Talia Malvina Twining-Ward,Louise D
The Voice of Travelers : Leveraging User-Generated Content for Tourism Development 2018 (English). Washington, D.C. : World Bank Group. http://documents.worldbank.org/curated/en/656581537536830430/The-Voice-of-Travelers-Leveraging-User-Generated-Content-for-Tourism-Development-2018