摘要：This study investigates conventional ratings as they are presented on TripAdvisor. Conventional ratings are ratings, commonly using stars as a symbol, allocated by government or private bodies that work with hotel inspectors. The data from guest ratings on TripAdvisor was explored through two samples of hotels that were purposively selected based on the TripAdvisor rankings covering 11 international destinations. These data were compared to the ratings of the same hotels as they were retrieved from the databases of the conventional rating system bodies that were active in the respective destinations. Findings indicate that it is difficult to retrieve conventional rating system databases and that almost half of the conventional ratings displayed on TripAdvisor are incorrect. These findings suggest that contemporary marketing and tourism opportunities on TripAdvisor outweigh those presented by conventional hotel-rating systems.Deze studie onderzoekt de conventionele ‘ratings’ (hotel classificatie) zoals ze op TripAdvisor gepresenteerd staan. Conventionele ratings zijn waardebeoordelingen, vaak weergegeven met behulp van sterren, toegewezen door de overheid of particuliere organisaties welke werken met behulp van hotelinspecteurs. De gegevens van gastenbeoordelingen op TripAdvisor werden onderzocht door middel van twee samples met hotels die non-random werden geselecteerd op basis van de ranglijst van TripAdvisor met betrekking tot 11 internationale bestemmingen. Deze gegevens werden vergeleken met de ratings van dezelfde hotels, weergegeven in databases van de conventionele rating systeeminstanties welke actief zijn op de betreffende bestemmingen. De bevindingen wijzen erop dat het moeilijk is om conventionele rating systeem databases te achterhalen en dat bijna de helft van de conventionele ratings op TripAdvisor onjuist zijn. Deze bevindingen suggereren dat hedendaagse marketing en toeristische mogelijkheden op TripAdvisor overheersen over diegene welke worden gepresenteerd door conventioneel hotel rating systemen.这项研究调查依据到到网（TripAdvisor）的评级标准。传统的等级评定，通常使用标志星，评级通常由政府或私人机构的酒 店核查人员进行。此排名数据由顾客在到到网（TripAdvisor）近两年的酒店评论中非随机挑选的11个国际目的地中得到。这 个数据将与同类酒店进行比较，因为这是传统评级机构从评级系统中按各自的目的地活跃性中检索评级。但是结果表明，由于 在到到网（TripAdvisor）的数据库中，几乎对传统的评级显示有一半左右是不正确的，因此评定依据很难从传统评级系统数 据库中得到。所以这些结果表明，当前到到网（TripAdvisor）的旅游业市场机遇已经超过了酒店评级系统带来的市场机遇。
关键词：guest reviews; hotel ratings; marketing; social media; gastenbeoordelingen; hotel ratings; marketing; sociale media; 顾客评论; 社会媒体; 营销; 酒店评级
