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Case Study-Trip Advisor

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Submitted By anushaacharya
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TripAdvisor Case Write-up

1. Why is TA appealing to consumers? Why do consumers write reviewers? What do hotel owners and property managers feel about TA?

TA is appealing to consumer because: * It offers real information from real people’s travels, this made it attractive for consumers. * You can access reviews and can rely on it if going to a new destination.

Reasons explained for writing online reviews: * To help consumers make good decisions and share experiences. * To reward the company for good service and help them make an improvement if needed.

Hotel owners and property managers generated significant traffic through TripAdvisor. * Word of mouth is primary factor behind 20-50% of all purchasing decisions. * Owners & managers looked at it as an opportunity to interact & engage with consumers. * They tried to manage the location where reviews appeared and quality & quantity of reviews generated.

2. How does TA monetize its UGC? How does it differ from other UGC sites such as Yelp?

Click-able Ads | Business Listing Service | Display Advertising | * 77% revenue,Text-basedAds* Users able to click other websites and check rates. * Hotels & online agencies pay per click* $.25 to $1.00 | * Premium offer.* Allowed to put in contact information* Advertise special offers.* $500 to $10,000 | * 12% of revenue.* sold by cost per thousand impressions.* $15 on average. |

It differs from other UCG sites such as Yelp based on below points: * No subscription fees. * Not able to book the room directly. * Does not filter out bad reviews.

3. Why has TA been so successful in hotel reviews? Why is it not known for restaurants even though it has user reviews on over half-a-million restaurants?
TA has been successful in hotel reviews as the TA site is quite user-friendly. Visitors

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