Chapter 24 Consumer Travel Online Reviews and Recommendations: Suggesting Strategies to Address Challenges Faced within the Digital Context

Purpose The aim of this chapter is twofold: (i) to perform a synthesis of the academic research regarding the changes of tourist consumer behavior brought about by social media; and (ii) to suggest a set of strategies for tourism businesses to address resulting challenges. Methodology/approach Extensive literature reviews have been executed on the motivating factors and the effects of online reviews. Findings This analysis of the related research identified three main topics, namely: (1) the antecedents, the factors motivating tourists to write online reviews; (2) the impact of eWOM on providers of tourism services (business perspective); and (3) the influence of online reviews on consumers’ behavior (demand perspective). This chapter focuses on the impact of online reviews on tourism businesses and suggests suitable strategies. Research limitations/implications This study is based on a literature review and implications indicated by previous studies; hence the suggestions are indicative rather than conclusive. A need exists for empirical studies to fully validate the chapter’s suggestions. Practical implications This chapter outlines a series of adequate strategies formulated for business practitioners divided into two fields, namely managerial and marketing activities. Originality/value This study provides practical recommendations/suggestions for tourism businesses in addressing the challenges and opportunities raised within the online context.