SUBJECTIVITY DISTORTION IN E-WOM RATINGS THREATENS THE FAIR BUSINESS COMPETITION IN TOURISM IN INDONESIA
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Abstract
The touch of innovation due to advances in internet-based information communication technology has encouraged the tourism industry in Indonesia to develop rapidly, especially in the industrial era 4.0 which is currently heading towards era 5.0. Which is marked by the birth of various on-line applications that have unavoidably penetrated the realm of business competition. This threatens the fair business competition because the subjectivity of tourist assessments distorts the objectivity of E-WOM, which is a market controller. This research aims to find out the factors causing the distortion of subjectivity in E-WOM assessment, how is the current regulation of E-WOM in business competition law in Indonesia? And how legal arrangements need to be applied to E-WOM so that no distortion of subjectivity threatens fair business competition in the tourism sector in Indonesia, using more than one approach, including an interdisciplinary approach and the analysis of legal materials is carried out with a qualitative approach, which is exploratory and analytically descriptive. From number of factors distorting subjectivity in E-WOM assessments, the business competition factor turns out to be a reinforcing factor for the reasons for E-WOM abuse, so that clear and firm legal arrangements must be needed to prevent it from happening. Although the Business Competition Law has implicitly regulated restrictions for E-WOM, it is still necessary to have a recommended regulation into a publicly applicable rule of law, so that there is no distortion of subjectivity in E-WOM assessments that threatens the fair business competition in the tourism sector in Indonesia.
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