Tripadvisor como ferramenta de gestão de imagem do destino turístico

Abstract

Tourists increasingly use the internet as a way to express their satisfaction and frustrations for services that do not match their expectations, the opinions of consumers, published on online platforms, are one of the most reliable forms of information and consumers have in consider recommendations when they are in the decision process and tend to be more sensitive to negative information. In this study, methods of content analysis and non-participatory observation were used to study the role of Tripadvisor in managing the image of a tourist destination. This study intended to contribute to filling an existing gap in the literature, since little has been written about how customers use the internet to share their experiences in the tourism and hotel sector. This work also presents important implications and recommendations for the management of tourist destinations as a way to become more proactive in monitoring and managing how they are represented on review sites and online discussion forums, giving suggestions for defining strategies and for the development or modification of products and services that contribute to improving customer satisfaction and generating a good image or online reputation of tourist destinations. (TRADUÇÃO NOSSA)