chapter  12
16 Pages

Guest-Generated Content

BySeungwon “Shawn” Lee, Dessislava Boshnakova, Joe Goldblatt

Guest-generated content is a critical tool for meeting and event professionals in that it promotes engagement in the content of the meeting or event as well as widens and deepens the relationship between the guest and the host organization. The incentives of user-generated content are both implicit and explicit. Implicit motivations are generally concerned with social relationships, and one example of this is Facebook friends. In the US hospitality industry there have been isolated examples of businesses being negatively impacted by harsh reviews on TripAdvisor and other sites. Meeting and event organizations should similarly monitor wherever possible those sites that that post reviews or other opinions regarding their programs and be prepared to counter these comments with a rational and objective description of the actual service that was provided. Measurement is a continuous process through the meeting and event user-generated content journey.