September 10, 2009
Why Travelers Contribute Ratings, Reviews, And More Online
Travelers Are More Likely To Share Good News Than Bad News
with Carrie Johnson, Elizabeth Stark, Kate van Geldern
Executive Summary (This is a document excerpt)
More than six in 10 US online leisure travelers regularly participate in travel-focused social media activities like rating a hotel. The more frequently people travel, the more likely they are to read or watch other traveler-generated content. Content creation, though, is led by 18- to 29-year-olds. With about three times more travelers consuming content than creating it, travel eBusiness professionals worry about the risk of negative comments. Fortunately, travelers are more likely to post their opinions and pictures because they were pleased than because they were disappointed. One way to engage travelers — especially those 30 and older — is to make it easy for them to participate by providing radio buttons and drop-down menus that they can use to cast their opinions.
Buy Risk-Free
Download and print PDF immediately. Price: US $499
Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.
Already a Forrester Client?
Log in to read this document.
TABLE OF CONTENTS |
NOTES & RESOURCES |
|---|---|
recommendations
How Forrester Can Help
| Forrester used data from the North American Technographics® Travel Online Survey, Q1 2009 (US) in the writing of this report. Related Research Documents
August 25, 2009
August 4, 2009
January 21, 2009 |
Travelers Take Advantage Of Their Digital Bully Pulpit To Praise And Alert 
Three Times More Travelers Consume Travel-Focused Social Media Than Create It Find Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents.
|
||||||||||
Monday, December 14, 2009
 |
 |
 |
Ratings and Comments
|
||
 |
 |
 |
