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Tripadvisor Starbucks Case Questions

In: Business and Management

Submitted By zohairAd
Words 2110
Pages 9
TripAdvisor, Starbucks

00.01.2014

TripAdvisor 1. 2. 3. 4. 5. 6. Why is TA appealing to consumers? Why do consumers write reviews? What do hotel owners and property managers feel about TA? How does TA manage to create the balance between consumers and hotel managers? How does TA monetize its UGC? How does it differ from other UGC sites such as Yelp? 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? Can TA replicate its success in China, vacation rentals and flights? How should Kaufer prioritize TA’s growth options?

1. Why is TA appealing to consumers? Why do consumers write reviews? The fact that a visitor can access reviews, see description of the listed entries, compare prices, review photos and map listing locations, made it very attractive for consumers. In addition to the easy access to OTA or hotel site when ready to book. Upon logging in for free at TA users can post reviews of their own experiences which enhanced the decision making process. According to Forrester study, most users wrote reviews because they pleased with hotel or travel experience, some wrote because they were disappointed, some wanted to have a conversation, and few used it as a shortcut to reach management. Kaufer believed that "users write reviews since they feel grateful for the advise the got on our site". 2. What do hotel owners and property managers feel about TA? How does TA manage to create the balance between consumers and hotel managers? Hotels, inns, and OTAs generated significant traffic through TA. Nevertheless, some business owners were concerned about reviews secrecy. They had suspicions that competitors or disappointed customers could distort reviews which would damage their reputation. Referring to Kaufer, TA has two factors that support the authenticity of the…...

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