Purpose

The purpose of this paper is to identify features of online content that create engagement amongst consumers by exploring online customer feedback from the world’s leading tourist website (s). This paper also attempts to unveil the factors based on customer reviews, which will be vital for the tourism industry professionals to promote and position India’s tourist destinations.

Design/methodology/approach

This paper involves an analysis of customer feedback from TripAdvisor.com. The approach to research is exploratory and attempts to uncover critical factors arising out of rising visitor experience in the digital media sphere.

Findings

Key factors are nuanced around service quality of the destination image. Identified factors that need the attention of the policymakers, site management and service professionals at large are fairness of price, distractions/irritants and varied expectations of the international and national tourists.

Practical implications

The findings will have substantial implications for the policymakers, the site management and service professionals. Research outcomes are based on the analysis of real customer reviews hence makes this study vital for decision-makers as well as for academic researchers working in this area.

Originality/value

This study used the real tourist’s data from TripAdvisor.com. The customer’s postings on the website are those of verified visitors. This paper should help in developing a thoughtful discussion around positioning India as a preferred destination in the online arena aiming at future tourists.

中文翻译：

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数字时代旅游目的地定位：在线客户反馈回顾

目的

本文的目的是通过探索来自世界领先旅游网站的在线客户反馈来确定在线内容的特征，从而在消费者之间建立互动。本文还试图揭示基于客户评论的因素，这对于旅游业专业人士推广和定位印度的旅游目的地至关重要。

设计/方法/方法

本文涉及对来自 TripAdvisor.com 的客户反馈的分析。研究方法是探索性的，试图揭示由于数字媒体领域不断增长的访客体验而产生的关键因素。

发现

关键因素与目的地图像的服务质量有关。需要政策制定者、现场管理人员和服务专业人员注意的已确定因素包括价格的公平性、干扰/刺激以及国际和国内游客的不同期望。

实际影响

调查结果将对决策者、现场管理人员和服务专业人员产生重大影响。研究结果基于对真实客户评论的分析，因此这项研究对决策者以及在该领域工作的学术研究人员至关重要。

原创性/价值

这项研究使用了来自 TripAdvisor.com 的真实游客数据。客户在网站上的帖子是经过验证的访问者的帖子。本文应有助于围绕将印度定位为面向未来游客的在线领域的首选目的地展开深思熟虑的讨论。