Creating UGC Areas of Official Destination Websites: Is there a Recipe for Success? An Insight through Netnographic Research
AbstractAn analysis of the existing literature has demonstrated the importance of word of mouth as a source of information for potential tourists and service consumers. The growth of the Internet and interactive websites has lead to the creation of online communities that serve as points of reference for word of mouth and in particular for independent, personal and experiential information. Recent articles have noted the growing interest of tourism companies and destinations to include UGC areas in their official websites to provide their users with these types of information and interactivity among each others. However, so far little research has been performed on the success factors of online communities. This paper wants to create a platform for further research on the topic. If destinations want to boost visits to their websites through UGS areas and create a “buzz” through positive word of mouth, it is necessary to know the correct ingredients for success. Some of these ingredients have been discovered through a netnographic analysis of an Italian virtual mountaineering community. The analysis has shown that some of the most important issues when creating online communities are the reliability of information, the ease of finding information and creating threads and posts, the constant appearance of interesting threads and discussions, the respect for other members, the passion of all of the active users for the same topics and a certain homogeneity within the users.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 25436.
Date of creation: 15 Jul 2009
Date of revision: Aug 2009
Publication status: Published in TOURISMOS: An International Multidisciplinary Journal of Tourism 3.4(2009): pp. 99-112
virtual communities; netnography; electronic word of mouth; forums; information search;
Find related papers by JEL classification:
- O1 - Economic Development, Technological Change, and Growth - - Economic Development
- M1 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration
- L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Fuller, Johann & Jawecki, Gregor & Muhlbacher, Hans, 2007. "Innovation creation by online basketball communities," Journal of Business Research, Elsevier, Elsevier, vol. 60(1), pages 60-71, January.
- Fong, John & Burton, Suzan, 2008. "A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects," Journal of Business Research, Elsevier, Elsevier, vol. 61(3), pages 233-242, March.
- Ariely, Dan, 2000. " Controlling the Information Flow: Effects on Consumers' Decision Making and Preferences," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 27(2), pages 233-48, September.
- Elliot, Statia & Li, Guoxin & Choi, Chris, 2013. "Understanding service quality in a virtual travel community environment," Journal of Business Research, Elsevier, Elsevier, vol. 66(8), pages 1153-1160.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ekkehart Schlicht).
If references are entirely missing, you can add them using this form.