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Online User Generated Content ( Ugc ) Essay

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Online user-generated content (UGC) is more appropriate and flexible for providing reviews when compared to the conventional guests satisfaction survey (GSS), which has for a long time been linked to a hotel’s performance. According to Duverger (2013), technological development and evolving consumer choices make the use of GSS labourous for both the hotels and the guests. In addition, the GSS participation levels are currently low as they are tiresome for the modern traveller. Duverger (2012 ) argues the reason is that surveys provide minimal opportunity for commenting on the real issues as the questions set are generic in nature and targeted at specific answer ‘yes’ or ‘no’. However, online UGC offers an opportunity for guests to excercise their own freedom by writing what they want without being cautious of the hotel’s management, especially if the guest is a frequent visitor (Kim & Oh, 2004). Since online review websites are independent and frequented by those who travel and those who do not, it seems as the most appropriate platform of commenting both positive and negative experiences. Min et al (2015) note that some guests express negative feedback to determine whether the hotel will provide a reponse and in the process guage their concern for guest welfare.
2.4 Consequences of Negative Comments
Recent studies analysing the effects of negative comment suggest that they influence both customer’s decisions and hotel’s sales (Blal & Sturman, 2014;

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