I don’t know if it is a paid advertising or not but the impact is good for tourism players. For example when I read the article in travel daily news website, I notice an advertisement on top about Puteri Hotel Melaka from tripadvisor. So when we click at Puteri Hotel link it will go to tripadvisor website showing the customers review about the hotel.
One thing for sure that it is very good for a hotel listed on the high rank site like tripadvisor. So the link will show at any related travel tourism website. The drawback is we can’t control the customer review and rating….