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What makes a useful online review? Implication for a travel product website

Liu, Z and Park, S (2015) What makes a useful online review? Implication for a travel product website Tourism Management, 47. pp. 140-151.

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Abstract

While the proliferation of online review websites facilitate travellers’ ability to obtain information (decrease in search costs), it makes it difficult for them to process and judge useful information (increase in cognitive costs). Accordingly, this study attempts to identify the factors affecting the perceived usefulness of online consumer reviews by investigating two aspects of online information: (1) the characteristics of review providers, such as the disclosure of personal identity, the reviewer’s expertise and reputation, and (2) reviews themselves including quantitative (i.e., star ratings and length of reviews) and qualitative measurements (i.e., perceived enjoyment and review readability). The results reveal that a combination of both messenger and message characteristics positively affect the perceived usefulness of reviews. In particular, qualitative aspects of reviews were identified as the most influential factors that make travel reviews useful. The implications of these findings contribute to tourism and hospitality marketers to develop more effective social media marketing.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
AuthorsEmailORCID
Liu, ZUNSPECIFIEDUNSPECIFIED
Park, SUNSPECIFIEDUNSPECIFIED
Date : April 2015
Identification Number : 10.1016/j.tourman.2014.09.020
Contributors :
ContributionNameEmailORCID
EditorRyan, CUNSPECIFIEDUNSPECIFIED
Additional Information : NOTICE: this is the author’s version of a work that was accepted for publication in Tourism Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Tourism Management, 47, April 2015, DOI 10.1016/j.tourman.2014.09.020.
Depositing User : Symplectic Elements
Date Deposited : 05 Nov 2014 10:32
Last Modified : 05 Nov 2014 14:34
URI: http://epubs.surrey.ac.uk/id/eprint/806403

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