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    Group 03 - Trip Advisor

    Uploaded by

    Puneet Kakkar
    TripAdvisor is considering two alternatives to manage their large volume of online reviews: 1) Using review management software tools or 2) Manually handling reviews while providing incentives. Alternative 1 allows insights into trends, traffic, and spam detection but lacks emotion. Alternative 2 encourages more reviews but is difficult at large scale. The recommendation is to use review tools for scale but address the lack of emotion through AI, personal responses to top reviewers, and incentives for images.

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    Group 03 - Trip Advisor

    Uploaded by

    Puneet Kakkar
    727 views6 pages
    TripAdvisor is considering two alternatives to manage their large volume of online reviews: 1) Using review management software tools or 2) Manually handling reviews while providing incentives. Alternative 1 allows insights into trends, traffic, and spam detection but lacks emotion. Alternative 2 encourages more reviews but is difficult at large scale. The recommendation is to use review tools for scale but address the lack of emotion through AI, personal responses to top reviewers, and incentives for images.

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    Group 03- Trip Advisor

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    TripAdvisor is considering two alternatives to manage their large volume of online reviews: 1) Using review management software tools or 2) Manually handling reviews while providing incentives. Alternative 1 allows insights into trends, traffic, and spam detection but lacks emotion. Alternative 2 encourages more reviews but is difficult at large scale. The recommendation is to use review tools for scale but address the lack of emotion through AI, personal responses to top reviewers, and incentives for images.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    727 views6 pages

    Group 03 - Trip Advisor

    Uploaded by

    Puneet Kakkar
    TripAdvisor is considering two alternatives to manage their large volume of online reviews: 1) Using review management software tools or 2) Manually handling reviews while providing incentives. Alternative 1 allows insights into trends, traffic, and spam detection but lacks emotion. Alternative 2 encourages more reviews but is difficult at large scale. The recommendation is to use review tools for scale but address the lack of emotion through AI, personal responses to top reviewers, and incentives for images.

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    © All Rights Reserved
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    You are on page 1of 6

    Managing Online Group -03

    Himanshu Jhamnani (18)


    Reviews on Jalaj Sharma (19)
    Anjali Ladwal (25)

    TripAdvisor Pankaj Yadav (32)


    Puneet Kakkkar (34)
    Sambhav Jain (40)
    Yash Goyal (51)
    5C Analysis
    Company Collaborator Customers Competitors Context
    • Massive repository of • Search Engines • Site users and • Search engines such • Companies and
    information on hotels • Travel Enthusiasts Business owners, as Google and Yahoo, Hotels are spending
    and travel services, • Digital/Social who are putting which have travel, heavily on digital
    and provided millions Media their ads on Trip tourism, and shopping advertising because
    of reviews written by Advisor including sections containing of the impact of
    consumers. Online Travel user reviews. online reviews on
    • Makes money by Agencies and • OTAs such as reservation
    charging businesses Hotels, Vacation Travelocity and Orbitz, • Fake and Paid
    for three services: Rentals and Air which provided Reviews
    clickable text ads, Travel Business. reviews and handled • Some of the most
    display ads, and fees bookings directly. high-profile hotel
    for listings paid by • Hotels’ own websites, chains were
    hotels and property which occasionally investing heavily in
    owners, known as included short managing reviews
    business listings. testimonials or full and, in turn,
    reviews from guests. reducing their
    advertising budgets
    Decision Problem
    How to effectively manage online reviews? How could the volume
    and quality of reviews be improved?

    Alternatives Framework
    1. Use Review Management Softwares
    and Tools like LocalClarity, Okenda
    and Djubo etc.
    2. Manually handle the reviews while
    providing incentives like coupon
    codes on booking when someone
    uploads a review with photographs
    Source:
    https://www.researchgate.net/figure/Research-Framework-of
    -the-Effect-of-Online-Reviews_fig1_221190994
    Evaluation of Alternatives
    Alternative 1 Alternative 2
    Use Review Management Softwares and Manually handle the reviews while
    Tools like LocalClarity, Okenda and providing incentives like coupon codes
    Djubo etc. on booking when someone uploads a
    Pros: review with photographs etc.
    • Gain insights into customer feedback trends Pros:
    • Drive additional local web traffic. • Organically increase the volume of reviews
    • Automatically identify Spam reviews • Encourage the customers to upload images which
    • Can handle large number of reviews increases credibility of the reviews
    • Quick Response Rate • Low Cost
    Cons: • Human Emotional Touch
    • Expensive to use • Can identify overly positive or overly negative
    • Lacks Emotional Aspect and hence can’t identify reviews.
    paid/fake reviews Cons:
    • Difficult to handle large number of reviews
    • Slow Response Rate
    Recommended Action

    • Since TripAdvisor has millions of reviews, it is difficult for


    them to handle such a large volume manually.

    • Also, based on the parameters used in our framework,


    Alternative 1 wins over Alternative 2 by 3-2 i.e- Timeliness,
    Number(Volume) and Reviewer’s reputation.

    • The Company needs to perform a cost-to-benefit analysis


    for the Alternative 1 and can choose a tool that fits to their
    business requirement.
    Handling Negatives of Not Choosing
    Alternative 2
    • Lack of emotional response and identification the review quality is the biggest
    problem that TripAdvisor would face if they go with Alternative 1

    • To Handle this problem, they can use AI and ML based tools, which are more
    effective in giving personal touch to the review response .

    • Also, they can differentiate between their reviewers based on number of


    reviews they did and manually respond to their loyal reviewers.

    • They can use image-for-coupon technique to increase the volume and


    credibility of reviews.

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