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TripAdvisor marketing strategy

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Lisa van Haaren

on 15 April 2011

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Transcript of TripAdvisor marketing strategy

SWOT TRUST Value Congruence
Brand Reputation CONTENT QUALITY COST CUSTOMIZATION Strong Social Media ....... social media usage can positively influence the “WOM”, “brand reputation” and “value congruence”, which in turn will positively influence the “trust”........ WOM High Rank in Search engines Weak Content Quality Hotel Generated Plant
(Fake Reviews) .....TripAdvisor adds value by creating trust through value congruence, brand reputation and WOM....

.....Content quality and customization of TripAdvisor directly adds value to the customer....

.....By eliminating the cost (effort) for the customer on the website, customer value will be enhanced....

.....Especially the variables value congruence, content quality and customization can still be improved....

.....Cost (effort) on the website should be eliminated completely.... Some of our conclusions... We recommend.... 1. Partnering / Collaboration
2. Monitor Competition
3. Personalized e-mail Alerts
4. Update Website
5. Participation in Social Media
6. Link virtual & Physical Partnering/Collaboration Thank You For Your Attention

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