Fake Review threaten UGC

UGSs jeopardised by fake review.

Let’s follow our first post and opinion on fake review in users generated content web site.
Starting from the power of confidence that this site have, they are perceived as very reliable by users, customer and tourist of course; simply for the fact that other people is wanting to share on web, their enthusiasm of their travel; posting opinions, recommendation, photos and may be videos.
In marketing the phenomenon is know as “air marketing” i.e. one to one word, mouth of mouth communication, but nowadays this phenomenon has become more diffused and more popular, thanks social media tools and networks, one of these is the UGCs.

Focusing on the deep reasons, we surely know from statistics, that in the past tourists have always considered friends’ experiences as the best source of information. On average, the experience of friends, affects more than 60% on motivations of travel choices by a potential tourist.
In front of a tourist made review , they feel more at ease and then tend to considers the information more accurate and reliable.
Reliability, Truth, Accuracy and “lack of ulterior motives” are the success of this kind of information.
So it is easily understandable, as the dissemination of fake reviews, is perceived as a threat to the reliability from users and UGCs webmaster. From here the salutary admonition of Tripadvisor.

It is my personal opinion that tourist information should be accurate, true, clear and easily understandable, without fraud, manipulation, ulterior motives etc., all the more so in a site made by and for users themselves. This is not the only parameter of success of the site but also the fundamental and logical step to develop business.

This is the only way…others are false steps.

Destination Manager
Dr. Omero Mariani