In the modern era, it has become very popular to share travel experiences on the Internet. This study focuses on a common trend among tourists: the travel experience toward positive and negative travel experience reviews shared on Trip Advisor. The study analyzed a sample of the top five most visited attractions in Bali based on TripAdvisor.com. The information available on forums and reviews is generated by the consumer and provides relevant data for travel planning.


The innovation of information and communications technology (ICT) has empowered tourists to explore tourism destinations more easily. The continuous development of new tourist destinations and the growth of existing ones demand the need for responsible destinations to maintain promotion as an attraction. A growing number of tourists worldwide are no longer dependent on travel agencies to search for information, inspiration, and motivation for their destination holiday. Since the early e-Tourism studies (Buhalis & Law, 2008), information systems have provided tourism information and tourists’ behaviors. Through websites, tourists are well-informed by useful platforms, especially for tourism destinations, such as Expedia, Booking.com, TripAdvisor, Wikitravel, etc. Expedia and Booking.com are websites that facilitate reservation and price comparison, while TripAdvisor and Wikitravel are websites that provide information, reviews, and recommendations