A recent study suggested that travelers looking to book a hotel should trust their gut instinct when it comes to online reviews, rather than relying on computer algorithms to weed out the fake ones.
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| The researchers tasked 380 people to respond to questions about three hotel reviews - some authentic, others fake - based on their perception of the reviews.(Unsplash) |
A recent study suggested that travelers looking to book a hotel should trust their gut instinct when it comes to online reviews, rather than relying on computer algorithms to weed out the fake ones.
Research, led by the University of York in collaboration with Nanyang Technological University, Singapore, shows the challenges of online 'fake' reviews for both users and computer algorithms. It suggests that a greater awareness of the linguistic characteristics of 'fake' reviews can allow online users to spot the 'real' from the 'fake' for themselves.
Dr Snehasish Banerjee, Lecturer in Marketing from the University of York's Management School, said: "Reading and writing online reviews of hotels, restaurants, venues and so on, is a popular activity for online users, but alongside this, 'fake' reviews have also increased.
"Companies can now use computer algorithms to distinguish the 'fake' from the 'real' with a good level of accuracy, but the extent to which company websites use these algorithms is unclear and so some 'fake' reviews slip through the net.
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