TripAdvisor o del conflitto non agito. Un caso di studio

TripAdvisor or on the not acted conflict. A case study. Over the last years, Italian hoteliers have developed a profoundly negative attitude towards TripAdvisor, the world's largest travel review website. This study investigates the reasons underlying this attitude with a case study on the hoteliers of the city of Lecce. Empirical findings of this exploratory study indicate that most hoteliers in Lecce consider negative reviews as the most influential factor on the way travelers perceive their hotels. At the same time they call into question the credibility of these negative reviews, maintaining that they could be fake or specious. Despite these opinions, most hoteliers in Lecce tend not to implement any form of collective protest and they basically accept the logic of Web 2.0