martinibuster - 10:23 pm on Sep 1, 2011 (gmt 0)
Up until recently I believed the tripadvisor reviews. Now I do not read them because I do not trust what is written on them. I stopped believing Yelp reviews a few years ago after several fake reviews led me to some really poor restaurants.
I think most people believe the reviews on tripadvisor, amazon, yelp and others. Recent articles about the industry leave me with the impression that the steps they are taking to catch fake reviews are inadequate.
Getting back to the OP, perhaps a way to encourage a longer review is to install a script that counts the words and nudges reviewers to post more. The alternative is to rank exceptionally well for specific phrases that make it worthwhile for those vested in the reviews to leave long reviews, whether it's a disgruntled customer or a business owner.