https://orcid.org/0000-0001-8522-2013
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ABSTRACT
Online consumer-generated reviews are part of eWOM (electronic word of mouth). These reviews are very important for tourists in their decision-making processes regarding purchases and bookings. The reviews can be found in two types of sources: websites that sell the product and independent websites. In both cases, current review systems have relevant shortcomings: the possibility of fake reviews, the representativeness of those who review, platform decisions than can bias the results and other possible manipulations. Additionally, some users may not feel comfortable posting reviews due to the possible loss of anonymity. In this scenario, blockchain provides a suitable framework for solving most of the stated problems. In this paper, we describe an implementation of an online review system based on blockchain that would help solve most of the problems that exist in the current systems. We discuss managerial implications of the proposed system, possible limitations and future research needed in the area.
Acknowledgements
The authors would like to recognize Lorenzo Carlos Campos Rodríguez, a Double Degree candidate in Business and Computer Science at the University of Las Palmas de Gran Canaria, who was the author of the final degree project entitled 'Web for evaluations of products and services of companies based on Blockchain concepts [Web de valoraciones de productos y servicios de empresas basado en conceptos de Blockchain]’, which was supervised by the authors of this manuscript.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Notes
1 In this manuscript, we will preferably use the term online reviews, although consumer generated reviews, user generated content (UGC) and eWOM can also be found and are used to refer to this concept.
2 TripAdvisor was created as a site to gather online user reviews. Each service was linked to several external sites through which services (e.g. hotel rooms and activities) could be booked. For some time now, TripAdvisor has also directly sold services, such as activities. In this manuscript, when TripAdvisor is mentioned, it will be in reference to the site that gathers online reviews, stores them in a database and presents them to users in their website.