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IMPORTANCE OF REVIEWS IN TOURISM SPHERE AS A PART OF ON-LINE REPUTATION MANAGEMENT
Abstract
Technical-technological environment became very strong environment in recent years. It significantly affects and influences life in a globalized world as well as in tourism sphere. There can be found many factors within this environment. They bring new technologies, therefore new products and new market opportunities when considering tourism as important economic facilitator in the global economy. Due to a modern technologies disposition and rapid exchange of information and deciding of customers, strengthens the role of e-marketing. The need of reliable online bookings is growing and they are close the forwarded and related to online reviews. Online reputation has become a significant and important element influencing the decisions of future tourists. The article deals with the perception of reviews in tourism and taking them to account, before any travel. Key segments in which the survey was conducted were mainly youngsters. Choosing youngsters was important due to their predominant use of elements and means of technical and technological environment. Thus, the survey participated mainly in the so-called ,,Generation X ",so those who are born from the year 1991 to 2000. Currently they are well known for their dependence on smart technologies and up to surveys they are more confidential to information, which is precisely through them or which they find on internet. For the realization of the survey method was used questionnaire survey, which based on more questions focused its attention on the track reviews for tourism. Three of them were used for the purpose of this paper. The main objective of the survey and of the contribution is to identify, describe and evaluate the perceptions reviews mainly by youngsters segment in tourism sphere.
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