Until some years ago, this review would have only been shared with friends and families. The spread of the personal hotel experience would have been limited to the guest’s circle of acquaintances and would have neither sustainably influenced the hotel’s image nor the booking decision of many others. However, with the emergence of the social web, these personal and geographical limitations diminish. Today, guests can share their experiences with the whole online world. They can write reviews on review sites like TripAdvisor and HolidayCheck, they can upload photos on media sharing platforms like YouTube and can start discussions about their experiences on social networks like Facebook. All these sites belong to the so-called social web which has fundamentally changed the way users may gather information. Users are no longer only consumers who access providerbased information but rather prosumers who actively create contents – user-generated- content (UGC) – and are therefore also referred to as co-producers.
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