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Improving travellers' trust in restaurant review sites

Improving travellers' trust in restaurant review sites This paper aims to focus on understanding how restaurant review sites generate trust among travellers and the effect of trust on the intention to visit and recommend restaurants while travelling.Design/methodology/approachThe research model was assessed with data from a sample of 439 Spanish tourists using partial least squares structural equation modelling (PLS-SEM).FindingsInformation quality and source credibility are key for generating website trust. Website quality does not influence trust. Website trust is a key variable for explaining both intention to visit and recommend a restaurant, offline and online. Age is a significant moderator.Research limitations/implicationsThis study expands the literature by assessing the antecedents and consequences of travellers’ trust in restaurant review sites during their trips.Practical implicationsStrategies are suggested for review sites, restaurants and destination managers.Originality/valueThis research enhances the knowledge of how consumers perceive restaurant review sites, and their behavioural intention while travelling. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1660-5373
DOI
10.1108/tr-02-2019-0065
Publisher site
See Article on Publisher Site

Abstract

This paper aims to focus on understanding how restaurant review sites generate trust among travellers and the effect of trust on the intention to visit and recommend restaurants while travelling.Design/methodology/approachThe research model was assessed with data from a sample of 439 Spanish tourists using partial least squares structural equation modelling (PLS-SEM).FindingsInformation quality and source credibility are key for generating website trust. Website quality does not influence trust. Website trust is a key variable for explaining both intention to visit and recommend a restaurant, offline and online. Age is a significant moderator.Research limitations/implicationsThis study expands the literature by assessing the antecedents and consequences of travellers’ trust in restaurant review sites during their trips.Practical implicationsStrategies are suggested for review sites, restaurants and destination managers.Originality/valueThis research enhances the knowledge of how consumers perceive restaurant review sites, and their behavioural intention while travelling.

Journal

Tourism ReviewEmerald Publishing

Published: Sep 18, 2019

Keywords: WOM; Restaurant industry; Review sites; Intention to visit; Website trust

References