A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism [Summary]
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The research shows that review websites are not created equal. That means each website has different qualities and traits such as customer segments. Hospitality industry practitioners should know that and make a clever decision when it comes to choosing channels to communicate with their guests to give feedback regarding the review they left. Moreover, businesses can observe social media in order to make their service better by finding hints from social media data. Also, it is suggested for them to develop decent tools to make guests share their experience at the property in a positive attitude.