What is the big problem facing 'Trip Advisor' who has made a dramatic change in the way of traveling?

Travel reviews site TripAdvisor was founded in 2000, start-up that has grown from an initial investment of 3 million US dollars (about 330 million yen) to the mark-to-market 7 billion US dollars (about 770 billion yen). I'm planning to make a major change in how I travel, but as a writer faces a big problem, writer Linda Kinstler points out the problem.

How <br> changed travel | News | The Guardian
https://www.theguardian.com/news/2018/aug/17/how-tripadvisor-changed-travel


As with Amazon in books and Google in searching, the tourist occupies a dominant and exclusive position in the field of "travel", with a huge number of people using 465 million people per month I will. Internet service of such "review" form has a very large influence, and the bad evaluation "one star" is said to be "the bomb-like power".

In other words, positive evaluation is also directly related to the profits of hotels and restaurants, according to research that investigated Yelp which is a competition in the trip, the fact that one star of evaluation is raised means that revenue is 5 ~ It means that it will rise by 9%. Overseas, before the advent of the adventure, the guests were named "King", but as a result of the advent of the adviser, the customers changed to "tyrant" with the power to influence the fate of the store realistically . For this reason, hotels and restaurants often appeal to customers who have written negative reviews.

Also, as the so-called 'reputable economy' has grown, it is increasing that trading reputation and posting 'fake review' is posted. Some people have experimented how false reviews spread, and the appearance of "until the garage shed is tailored to a first-class restaurant" has also been released.

A way to tailor the garden shelter in the backyard to the most popular restaurant in London is now open - GIGAZINE

In addition, it is also possible that deliberate "fake reviews" are posted on a review. The hotel which became the stage of the movie " Grand Budapest hotel " is on sale with the notice that "This is a place in fiction" as follows. 360 reviews have been posted, and it exceeds the number of reviews of many hotels in reality.

THE GRAND BUDAPEST HOTEL (The Republic of Zubrowka, Hungary) - Reviews & Photos - TripAdvisor

The fake review sometimes interferes with real reviews, so the administrator of the tourist is focusing on deleting fake posts. However, in that case, we may delete real posts, and if such "erroneous deletion" is done against theft or sexual violence report to the facility, it could cause more serious damage .

Even in the real world so far, there was a "fake reputation", but "at the tourism," fake review "is done on a scale we have never seen before," said Oxford University "Says Rachel Botsman, who writes the chronology of the reputed economy at Said Business School. The hotel and restaurant side can hire a "reputation management company" that makes good reviews suppressing bad reviews and a substitute company to post rival bad reviews. In this regard, researchers at Cornell University point out that real reviews use specific words such as "bathroom," "price," "check in," whereas fake reviews are "vacation" "husband" "business trip" I also discovered using scenario words like scenes.

To deal with such bogus reviews, hundreds of employees are working on content moderation in the company. Most of the people who post fake reviews say that they are ranking operations, and the tourist said that they have succeeded in identifying and discontinuing 60 companies that sell reviews in the past three years . However, there are still many such companies.

by Roman Carey

Although we have introduced software to detect patterns suspected of fake reviews, fake reviews are getting more and more sophisticated, so it seems to be difficult to detect everything with software alone. Bradford Young, Vice President, Vice President, Vice President, says Bretford Young says "10% of the advisers are watching, one part of the iceberg, 90% of which we do not see is very dangerous and problematic" It was.

Meanwhile, genuine review rather than fake reviews can also cause problems. Randy Winchester, who works as a farmer in Kansas, USA, took her daughter to Bigfoot Fun Park in Missouri. Winchester participated in a safari tour where you can see herds of livestock, but Winchester, who was not very interested in the content, told the trip, "All is a fair experience, but you have to pay more than $ 10, and disappointed, " he wrote .

Then, Mr. Winchester received a threatening message saying "I will appeal" from the owner of the park. Winchester who lowered the evaluation which was "three stars" in response to this to "one star", but ultimately the trial seeking 25 thousand dollars (about 2.7 million yen) as "the review falls under the name of losing" I was woken up. Freedom of speech is protected in the United States, but in some companies litigations are triggered in the sense of "harassment" so that reviewers will have to delete the review.

by qimono

Also, attempting to remove unauthorized reviews sometimes resulted in the deleting of genuine important reviews. Kristie Love, an American woman who stayed at a hotel in Cancun, a resort in Mexico in October 2010, said, "Because the room key did not work, I asked the security guard for help but was taken away in the bushes We posted on the website that it was raped. However, Love 's post was immediately deleted, and Love said that he received a notification saying "I violated the" Family Friendly "policy of the site. The following year, it is reported that another woman was raped by a security guard at the same hotel.

Raquel Rutledge's journalists in November 2017, that "TripAdvisor has removed a detailed post about sexual abuse and other violent crimes as" family-friendly policy violation "" was revealed . "I do not know how much negative reviews are being halted by the tourist but I do not know how long the" horrible experience that really happened "is being told.The site is where users" want to pay " Information may be chosen and made, "Rutledge says.

In response to Mr. Rutledge's article , the stock price of the advisor was declined greatly. And the official officially apologized to Mr. Love, Love's post was displayed again in the forum in 2017. However, because it is a post 7 years ago, it is said that it is buried in a new post.

Iberostar Paraiso Maya - Rape - October 19, 2010 - Playa del Carmen Forum - TripAdvisor

We also started a mechanism to display "warning" with a three-month time limit for businesses that reported safety problems in 2017.

TripAdvisor adds warning badges to potentially dangerous businesses - CNET
https://www.cnet.com/news/tripadvisor-adds-warning-badges-to-potentially-dangerous-businesses/

Since the stock price suddenly fell in 2017, the stock price tended to rise, and as of August 2018 it doubled to November 2017. However, the value of the company is still about half as of June 2014. According to Rupert Younger of Oxford University, "From its nature, it seems that the trip is about to do the right thing, but as all technology companies do, they say" I am in the early stages of governance that "Does it work?" "Travel" and "technology" are known as areas where ordinary rules do not apply, but the question of "I did not make a site on the assumption that half the population of the earth uses the service" Younger points out that he is lying.