Write a policy brief. A policy brief is a concise summary of information relating to an important and timely issue
and a discussion of the policy options available to address it. Some policy briefs present an objective summary
of relevant research, while others argue in favor of a particular course of action.
o too did the number of individuals using the web. This new form of the world wide web allowed potential, existing and current customers of products and services to impart their opinion on their purchase. This opinion could be either positive or negative and has a profound effect on the opinions of potential customers and on those researching products and services. This advancement in communication online that was brought about by web 2.0 was titled e-wom or electronic word of mouth. 2.6.2 Electronic word of mouth recommendations Traditional word-of-mouth opinions have long been associated with being a major factor influencing the purchasing decisions of customers and the perception they have of a product or service. WOM has been identified by many studies to be one of the most trustworthy sources of information and e-WOM is near to as trustworthy as its more traditional counterpart. Electronic-word-of-mouth can come in the shape of online reviews on specific reviews sites or blog post by individuals relating to a specific destination. These “opinion platforms” that allow for these online recommendation and user generated content to be shared have not only have profound effect on the decisions made by individuals when choosing a holiday destination but also help empowering consumers (Buhalis and Law, 2008) This is because the reviews and recommendations shared on these platforms are seen to be credible and are deemed particularly influential ( Jiang et al., 2010) However traditional word of mouth is still deemed as the most trustworthy source of information as it comes from close family ties and results in higher trust levels being shown towards it. On the other hand, however, the characteristics of E-WOM render it a critical factor in influencing the decision-making process of individuals choosing their next holiday destination. The major differing factor between traditional WOM and E-WOM is the nature in which E-WOM is disseminated. >GET ANSWER