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Analyzing key influences of tourists’ acceptance of online reviews in travel decisions
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Journal Article
Analyzing key influences of tourists’ acceptance of online reviews in travel decisions
2018
Overview
Purpose
The purpose of this paper is to examine what influence travelers’ adoption of online reviews, and whether the online reviews will influence their travel planning decisions.
Design/methodology/approach
Data were collected from 193 respondents from eWOM websites and analyzed using structural equation modeling.
Findings
The results revealed that eWOM has a significant influence on travel decisions. Furthermore, travelers were willing to adopt information from eWOM and this information was useful in their travel planning and decisions. Gender and time spent on online reviews were found to affect travel planning and decisions. Travelers also found that the reviews and issues raised in eWOM had credibility and were of good quality.
Research limitations/implications
The study was not able to incorporate all factors which may be relevant to this study and so further theoretical development may be necessary to develop the conceptual model. The sample size, while adequate, can be expanded further.
Practical implications
Operators and administrators of eWOM can use these findings to develop more user-friendly interfaces so that more positive reviews and sales can be generated.
Social implications
The results showed that travelers who adopt the information in eWOM will, in turn, use eWOM in their travel planning. This confirms the importance of eWOM and travelers in general will translate their pre-travel decisions into actual travel planning.
Originality/value
This research extended existing eWOM and information system adoption studies and focused on the travel planning context. This research validated the significant roles of eWOM argument quality and credibility in predicting the information usefulness of eWOM.
