Travel review website usage: a cultural perspective

Cassidy, Leonie;Pabel, Anja

Abstract

Purpose – This study aims to investigate tourists’ propensity to use travel review websites (TRWs) during the pre- and post-travel stages from a cultural perspective. Design/methodology/approach – This quantitative study is guided by the positivist paradigm. Data were obtained from an online survey, focussing on Australia, Canada, India and Malaysia. Findings – The results indicate significant relationships between country of residence and the time research begins prior to an international or domestic holiday being undertaken; between country of residence and trust levels for information on TRWs; and country of residence and whether or not respondents post reviews on TRWs. These results are discussed using Hofstede’s cultural dimensions. Long-term orientation shows a moderate cultural influence of respondents’ trust of information on TRWs, while a country’s individualistic or collectivist orientation has a strong influence on respondents’ posting/not posting a review on a TRW. Research limitations/implications – Care should be taken when generalising the findings beyond the study population, as no randomisation occurred with survey distribution. Practical implications – The results of this study have implications for managers of tourism businesses wishing to better facilitate information-sharing behaviours of their customers through TRWs. Social implications – The cross-cultural comparisons used in this study add value to tourism studies, particularly when comparing Eastern and Western societies. Originality/value – The study adds to the knowledge base on consumer pre- and post-trip online behaviours, considering the effect of country of residence and any influence from Hofstede’s cultural dimensions.

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Journal of Hospitality and Tourism Technology

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1757-9899

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Emerald Publishing Limited

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DOI

10.1108/JHTT-01-2018-0003