Travel review website usage: a cultural perspective

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.

Journal of Hospitality and Tourism Technology

Journal of Hospitality and Tourism Technology

10

1757-9899

N/A

3

12