Internet Marketing for Tourism

User Generated content refers to on-line content which is produced by users of websites as opposed to the company posting the Web site. User generated content reflects the democratisation of the Internet through new technologies which gives travellers the opportunity to post content which influences travel decisions.

Consider how your Ideal Guests can create User Generated Content:

• Some tourism businesses provide opportunities for their guests to post user generated content on the tourism business site using discussion forums or image galleries, but the use of unbiased tools on other peoples' Web sites may be more valuable in the long run.
• Many people blog (http://www.blogger.com) and share images (http://www.fickr.com) and give advice to others about travel (http://www.tripadvisor.com).

When your ideal guests return home, what can you do to encourage your visitor to help share good word of mouth with others py posting user generated content about your business on the Internet. Consider a followup email that invites your guests to share their experiences with others online.

Many people will be fearful that unhappy guests may post something unflattering online. Indeed, this user generated content strategy of inviting your guests to drop cookie crumbs around the Internet only works positively if you are reasonably certain you are doing everything you can to satisfy your guests. If you aren't, consider asking why you are in the tourism business in the first place. And rest assured, your disgruntled guests will be creating unflattering Web content regardless of whether you invite them to or not!