Platforms like Airbnb, GetYourGuide, Viator, and Tours by Locals have empowered ordinary citizens with knowledge of a city–or with a specific activity to offer within it–to become travel vendors. Through these marketplaces, anyone can sell their travel services, which has increased the already overwhelming amount of content available for travelers, and further complicates their decision-making process. Now, if someone is looking to visit Rome, they not only have hotels to choose from, they can rent a room in somebody’s flat, or book an old villa that has been listed up to offer an authentic Italian experience. Similarly, the same group of people visiting Italy’s capital, instead of booking t
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