The
system provides users with independent travel reviews and
comments written from TripAdvisor members and expert
advisors and provides a powerful platform for interaction
between peers (Wang & Fesenmaier, 2004b). User satisfaction
is a major factor for evaluating a travel organisation.
By analysing VTCs’ content, travel organisations can
understand their customers’ satisfactions and behaviour,
and undertake corrective actions to improve their offering.
They can also increase brand awareness and strengthen
brand association through the assistance of VTCs. Despite
VTCs’ large potential impact on the tourism industry,
Preece (2000) stated that research on the topic is still at an
infancy stage when compared to other geographical and
physical communities.