User generated content is rapidly gaining traction as a key input into the consumer purchase decision making process. After examining the implications of the developing Web 2.0 phenomenon for travel businesses, this paper focuses on TripAdvisor.com, the largest online network of travel consumers to establish its current practices and challenges. Using a sample of London hotels, it was shown that the site displays detailed rich data for use by consumers in their travel planning. Analyses also suggested that the belief that the site has been compromised by false reviews posted to enhance a hotels reputation or tarnish that of their competitors is unfounded, with little evidence being found of reviews that displayed characteristics that typify false reviews.
O'CONNOR, P. (2008). Tripadvisor.com ? Redefining the Traveller's Decision Making Process. In: Competition in Tourism: Business and Destination Perspectives. Proceedings of the Travel and Tourism Research Association Europe 2008 Annual Conference in Helsinki, Finland. Travel and Tourism Research Association (TTRA) European Conference. HAAGA-HELIA University of Applied Sciences, pp. 203-212.