Survey reveals half of users do not trust travel review websites
Content is STILL proving to be the king. About 60% of review website users pay more attention to customer comments rather than to the numerical or star ratings reviewers provided.
But there is a flip-side.
A study by market research firm Maritz Research was conducted during April this year among 3,400 people who regularly use review websites such as TripAdvisor, Zagat, Open Table, Yelp and Hotels.com.
Trust factor with review websites
Larger review sites like TripAdvisor and Zagat are trusted higher compared to smaller players. The chart below chart shows the percentage of users who say the information on review sites is accurate.
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