Finally, a third set of research goals are those related to customer ratings and reviews, usually obtained through social media tools or specific portals such as Tripadvisor. This is basically another channel to obtain a mix of quantitative (ratings) and qualitative (reviews) information to complement the other sources, taking into account that the customer feedback is voluntary and hence the data cannot be considered statistically representative. Many research goals may be envisioned in this section:
- Detailed ratings on specific accommodation services, restaurants, activities, etc.
- Detailed ratings on general issues about the destination such as feeling of locals’ hospitality, cleanliness, availability of good information, transport services, etc.
- Reviews commenting about the tourists experience in accommodations, restaurants, activities, etc.
- Reviews and discussions commenting about the tourists experience and impression on general issues that they consider especially relevant about the destination.
Furthermore, as mentioned in the previous section, social media may be a good source of candidates for the qualitative research. By analyzing the reviews, proactive and creative tourists may be identified, and they are also likely to enjoy the chance of giving their opinions and ideas about the destination needs and opportunities for improvement.
Mobile apps may also be designed to establish a direct relationship with the tourist, incentivizing these to give feedback (reviews and ratings) on many aspects of the destination. The potential of mobile apps for obtaining information from the tourists is especially interesting, thanks to the capacity to convey such feedback on-site right after the experience when it is still fresh in their minds.
Marketing 3.0 intends to engage tourists and other stakeholders in the social networks to obtain their collaboration in co-creating experiences, stories and marketing contents, but also to control the brand to keep its activities aligned with the mission and to become brand ambassadors. Creative tourists are expected to be keen on providing ideas and critical opinion on all issues related with the destination’s management and development. Therefore, destinations developing towards a tourism 3.0 model are likely to attract many of these creative tourists and have plenty of participation at no cost in the monitoring activities.
Up to what extend do you think that social media reviews and ratings should be considered as representative of the tourists’ satisfaction?