Användarnas Informationsbehov av Tripadvisor & Digitalomdömenas Påverkan

Sammanfattning: Tripadvisor is a Travel site that enables its users for planning their travels around the world. It consists of user generated content and users can also add online reviews for each destination.The aim of our bachelor thesis is, understanding Tripadvisor user behaviour and the impact of online reviews on Tripadvisor. Issues which this paper intends to answer are: How Tripadvisors as a digital tool meets the information needs of users? The Impact of reviews on Tripadvisor users’ decisions? In order to answer these questions, we used quantitative survey and qualitative interviews for deeper knowledge from the users.Some of the key findings show that more than 50% of users prioritize TripAdvisor as the first source of information and they give high rating to TripAdvisor. The majority of our survey participants think that the reviews are important on TripAdvisor and it affects users’ decisions greatly.