ANALYSIS OF SOCIAL VALIDATION BEHAVIOUR ON TRAVEL ONLINE REVIEWS WEBSITES

Abstract

Psychological word-of-mouth marketing substrate as well as online user-generated content presents the need for validation of opinions / actions of individuals as consumers . Satisfaction with a comment posted can be done by likes , a written positive answer or other forms , such as system the Gratitude – Appreciation Points, which represents the social correction of that value. The research base was the travel comments website Am Fost Acolo/ I Was There (amfostacolo.ro), which is a Romanian site where you can gather and where you can post holiday impressions, you can watch pictures, you can see and compare deals and can make bookings. Our hypothesis formulated and confirmed are: on a large enough scale, spontaneous social aggregation selects the relevant informations for the group and social validation has a predictable behaviour in time.These results, in terms of generalization, have practical relevance for tourism managers.

Keywords

• e-world-of-mouth, accomodation, modeling online evaluation, website, amfostacolo.ro