To better understand how Canada is portrayed and recommended to other travelers, Resonance conducted an analysis for the Canadian Tourism Commission of all reviews for Canadian attractions on TripAdvisor – the #1 travel site in the world, with more than 80 million unique users per month. As social media ratings and reviews continue to rise in importance in the consumer’s path to purchase, this market intelligence can be used to refine marketing and content development strategies in order to make initiatives more effective with specific target audiences. This visitor-generated intelligence also provides insight into potential areas of focus for future product development, of growing importance as more travelers seek out experiential-based travel.
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