The determinants of the usefulness of online reviews in the tourist offer selection

Katarina Sofronijević; Milan Kocić

doi:10.5937/menhottur2202025S

Authors

Katarina Sofronijević University of Kragujevac, Faculty of Economics, Kragujevac, Serbia https://orcid.org/0000-0003-1789-8526
Milan Kocić University of Kragujevac, Faculty of Economics, Kragujevac, Serbia https://orcid.org/0000-0001-8436-2583

DOI:

https://doi.org/10.5937/menhottur2202025S

Keywords:

electronic interpersonal communication, online reviews, online trust, intention to purchase a tourist offer

Abstract

The dynamics of the development of tourism sector is reflected, among other things, in the fact that an increasing number of tourists choose an offer based on online reviews. Although it is true that due to the intensive development of communication via the Internet, online reviews are one of the dominant sources of information, their level of perceived usefulness may differ. The aim of the research is to examine the extent to which textual comments, photos and ratings of tourist offers determine the usefulness of online reviews. In order to analyze the results, we used exploratory factor analysis. Moreover, by using regression analysis, it was confirmed that usefulness affects the level of trust in online reviews, as well as that trust has implications for the intention to purchase a tourist offer. Finally, we came to conclusions that may have numerous implications for the decisions of marketing managers in the field of tourism.

Downloads

Download data is not yet available.

References

Alantari, H. J., Currim, I. S., Deng, Y., & Singh, S. (2022). An empirical comparison of machine learning methods for text based sentiment analysis of online consumer review. International Journal of Research in Marketing, 39, 1–19. https://doi.org/10.1016/j.ijresmar.2021.10.011

An, Q., Ma, Y., Du, Q., Xiang, Z., & Fan, W. (2020). Role of user-generated photos in online hotel reviews: An analytical approach. Journal of Hospitality and Tourism Management, 45, 633–640. https://doi.org/10.1016/j.jhtm.2020.11.002

Bigné, E., William, E., & Soria-Olivas, E. (2020). Similarity and consistency in hotel online ratings across platforms. Journal of Travel Research, 59(4), 742–758. https://doi.org/10.1177/0047287519859705

Borisavljevi?, K. (2021). Marketing odnosa u turizmu [Relationship marketing in tourism]. Kragujevac: Ekonomski fakultet Univerziteta u Kragujevcu.

Chan, I. C. C., Lam, L. W., Chow, C. W. C., Fong, L. H. N., & Law, R. (2017). The effect of online reviews on hotel booking intention: The role of reader-reviewer similarity. International Journal of Hospitality Management, 66, 54–65. http://dx.doi.org/10.1016/j.ijhm.2017.06.007

Coakes, S. J. (2013). SPSS verzija 20.0 Windows: Analiza bez muke [SPSS version 20.0 for Windows: Analysis without anguish] ?prevod Jasna Soldi?-Aleksi??. Beograd: Kompjuter biblioteka.

El-Said, O. A. (2020). Impact of online reviews on hotel booking intention: The moderating role of brand image, star category, and price. Tourism Management Perspectives, 33, 100604. https://doi.org/10.1016/j.tmp.2019.100604

Fang, B., Ye, Q., Kucukusta, D., & Law, R. (2016). Analysis of the perceived value of online tourism reviews: Influence of readability and reviewer characteristics. Tourism Management, 52, 498–506. https://doi.org/10.1016/j.tourman.2015.07.018

Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68, 1261–1270. http://dx.doi.org/10.1016/j.jbusres.2014.11.006

Filieri, R. (2016). What makes an online consumer review trustworthy? Annals of Tourism Research, 58, 46–64. http://dx.doi.org/10.1016/j.annals.2015.12.019

Filieri, R., & McLeay, F. (2013). E-WOM and accommodation: An analysis of the factors that influence travelers? adoption of information from online reviews. Journal of Travel Research, 53(1), 44–57. https://doi.org/10.1177/0047287513481274

Filieri, R., Raguseo, E., & Vitari, C. (2018). When are extreme ratings more helpful? Empirical evidence on the moderating effects of review characteristics and product type. Computers in Human Behavior, 88, 134–142.

Gellerstedt, M., & Arvemo, T. (2019). The impact of word of mouth when booking a hotel: Could a good friend?s opinion outweigh the online majority? Information Technology & Tourism, 21, 289–311. https://doi.org/10.1007/s40558-019-00143-4

Guo, X., Pesonen, J., & Komppula, R. (2021). Comparing online travel review platforms as destination image information agents. Information Technology & Tourism, 23, 159– 187. https://doi.org/10.1007/s40558-021-00201-w

He, Z., Deng, N., Li, X, R., & Gu, H. (2022). How to “read” a destination from images? Machine learning and network methods for DMOs? image projection and photo evaluation. Journal of Travel Research, 61(3), 597–619. https://doi.org/10.1177/0047287521995134

Hlee, S., Lee, H., & Koo, C. (2018). Hospitality and tourism online review research: A systematic analysis and heuristic-systematic model. Sustainability, 10(4), 1141, https://doi.org/10.3390/su10041141

Jiménez, F. R., & Mendoza, N. A. (2013). Too popular to ignore: The influence of online reviews on purchase intentions of search and experience Products. Journal of Interactive Marketing, 27, 226–235. http://dx.doi.org/10.1016/j.intmar.2013.04.004

Khare, A., Dixit, S., & Sarkar, S. (2020). Antecedents to online travel purchase: Role of network benefits, pilgrimage packages, interactivity, trust and customer reviews. Journal of Quality Assurance in Hospitality & Tourism, 21(6), 690–715. https://doi.org/10.1080/1528008X.2020.1740133

Kim, M., Lee, S. M., Choi, S., & Kim, S. Y. (2021). Impact of visual information on online consumer review behavior: Evidence from a hotel booking website. Journal of Retailing and Consumer Services, 60, 102494. https://doi.org/10.1016/j.jretconser.2021.102494

Koci?, M., & Radakovi?, K. (2019). The implications of the electronic word-of-mouth communication in choosing a wellness offer. Economic Horizons, 21(1), 43–56. https://doi.org/10.5937/ekonhor1901043K

Ladhari, R., & Michaud, M. (2015). eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46, 36–45. http://dx.doi.org/10.1016/j.ijhm.2015.01.010

Le, L. T., Ly, P. T. M., Nguyen, N. T., & Tran, L. T. T. (2022). Online reviews as a pacifying decision-making assistant. Journal of Retailing and Consumer Services, 64, 102805. https://doi.org/10.1016/j.jretconser.2021.102805

Lee, M., Jeong, M., & Lee, J. (2017). Roles of negative emotions in customers? perceived helpfulness of hotel reviews on a user-generated review website: A text mining approach. International Journal of Contemporary Hospitality Management, 29(2), 762–783, https://doi.org/10.1108/IJCHM-10-2015-0626

Li, X., Wu, C., & Mai, F. (2019). The effect of online reviews on product sales: A joint sentiment-topic analysis. Information & Management, 56, 172–184, https://doi.org/10.1016/j.im.2018.04.007

Liu, Z., & Park, S. (2015). What makes a useful online review? Implication for travel product Websites. Tourism Management, 47, 140–151. http://dx.doi.org/10.1016/j.tourman.2014.09.020

Lu, S., Wu, J., & Tseng, S.L.A. (2018). How online reviews become helpful: A dynamic perspective. Journal of Interactive Marketing, 44, 17–28. https://doi.org/10.1016/j.intmar.2018.05.005

Ludwig, S., Ruyter, K. D., Friedman, M., Brüggen, E. C., Wetzels, M., & Pfann, G. (2013). More than words: The influence of affective content and linguistic style matches in online reviews on conversion rates. Journal of Marketing, 77(1), 87–103.

Marder, B., Erz, A., Angell, R., & Plangger, K. (2021). The role of photograph aesthetics on online review sites: Effects of management- versus traveler-generated photos on tourists? decision making. Journal of Travel Research, 60(1), 31–46. https://doi.org/10.1177/00472875198951

Martins, M. R., Rachão, S., & Augusto da Costa, R. (2018). Electronic word of mouth: Does it really matter to backpackers? Booking website reviews as an indicator for hostels? quality services. Journal of Quality Assurance in Hospitality & Tourism, 19(4), 415–441. https://doi.org/10.1080/1528008X.2018.1429980

Mauri, A. G., & Minazzi, R. (2013). Web reviews influence on expectations and purchasing intentions of hotel potential customers. International Journal of Hospitality Management, 34, 99–107. http://dx.doi.org/10.1016/j.ijhm.2013.02.012

Nunnally, J. (1978). Introduction to psychological measurement. New York, NY: McGraw –Hill.

Park, S., & Nicolau, J. L. (2015). Asymmetric effects of online consumer reviews. Annals of Tourism Research, 50, 67–83. http://dx.doi.org/10.1016/j.annals.2014.10.007

Racherla, P., & Friske, W. (2012). Perceived „usefulness? of online consumer reviews: An exploratory investigation across three services categories. Electronic Commerce Research and Applications, 11, 548–559. http://dx.doi.org/10.1016/j.elerap.2012.06.003

Rianthong, N., Dumrongsiri, A., & Kohda, Y. (2016). Optimizing customer searching experience of online hotel booking by sequencing hotel choices and selecting online reviews: A mathematical model approach. Tourism Management Perspectives, 20, 55– 65. http://dx.doi.org/10.1016/j.tmp.2016.07.003

Ristova, M. C. (2020). What do hotel guests really want? An analysis of online reviews using text mining. Menadžment u hotelijerstvu i turizmu – Hotel and Tourism Management, 8(1), 37–48. https://doi.org/10.5937/menhottur2001037R

Sparks, B. A., Perkins, H. E., & Buckley, R. (2013). Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior. Tourism Management, 39, 1-9. http://dx.doi.org/10.1016/j.tourman.2013.03.007

Su, L., Yang, Q., Swanson, S. R, & Chen, N. C. (2021). The impact of online reviews on destination trust and travel intention: The moderating role of online review trustworthiness. Journal of Vacation Marketing, 1–18. https://doi.org/10.1177/13567667211063207

Tabachnick, B., & Fidell, L. (2013). Using multivariate statistics. Boston: Pearson/Allyn&Bacon.

Wu, C., Mai, F., & Li, X. (2021). The effect of content depth and deviation on online review helpfulness: Evidence from double-hurdle model. Information & Management, 58, 103408. https://doi.org/10.1016/j.im.2020.103408

Xie, K. L., Zhang, Z., & Zhang, Z. (2014). The business value of online consumer reviews and managementresponse to hotel performance. International Journal of Hospitality Management, 43, 1–12. https://doi.org/10.1016/j.ijhm.2014.07.007

Zelenka, J., Azubuike, T., & Pásková, M. (2021). Trust model for online reviews of tourism services and evaluation of destinations. Administrative Sciences, 11(34), https://doi.org/10.3390/admsci11020034

Zhang, M., Zhao, H., & Chen, H. A. (2022). How much is a picture worth? Online review picture background and its impact on purchase intention. Journal of Business Research, 139, 134–144. https://doi.org/10.1016/j.jbusres.2021.09.050

Zhao, X. R., Wang, L., Guo, X., & Law, R. (2015). The influence of online reviews to online hotel booking intentions. International Journal of Contemporary Hospitality Management, 27(6), 1343–1363. https://doi.org/10.1108/IJCHM-12-2013-0542