Tripadvisor as a Modern Form of Communication In Tourism

Abstract

The Internet has become a key medium through which the interested public gathers information about destinations, attractions, landmarks, hospitality establishments, and similar services. Receiving feedback and enabling twoway communication are among the greatest features of the Internet as a massconsumption medium. In tourism, feedback is reflected through reviews, comments, and photographs on online platforms specialized in the tourism sector. TripAdvisor is one of the most influential online platforms in tourism. The core content on TripAdvisor consists of reviews, through which users share their experiences regarding destinations, hospitality establishments, and other tourism-related entities. Reviews can have a positive, neutral, or negative tone.

This study consists of a review of theoretical analysis covering communication and online communication, the role of reviews and feedback, as well as an empirical research component that includes the presentation and analysis of ratings and reviews published on the TripAdvisor platform for several tourist locations in the City of Mostar.