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Travel review website usage: a cultural perspective

Travel review website usage: a cultural perspective 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/approachThis quantitative study is guided by the positivist paradigm. Data were obtained from an online survey, focussing on Australia, Canada, India and Malaysia.FindingsThe 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/implicationsCare should be taken when generalising the findings beyond the study population, as no randomisation occurred with survey distribution.Practical implicationsThe results of this study have implications for managers of tourism businesses wishing to better facilitate information-sharing behaviours of their customers through TRWs.Social implicationsThe cross-cultural comparisons used in this study add value to tourism studies, particularly when comparing Eastern and Western societies.Originality/valueThe 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

Travel review website usage: a cultural perspective

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
DOI
10.1108/jhtt-01-2018-0003
Publisher site
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Abstract

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/approachThis quantitative study is guided by the positivist paradigm. Data were obtained from an online survey, focussing on Australia, Canada, India and Malaysia.FindingsThe 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/implicationsCare should be taken when generalising the findings beyond the study population, as no randomisation occurred with survey distribution.Practical implicationsThe results of this study have implications for managers of tourism businesses wishing to better facilitate information-sharing behaviours of their customers through TRWs.Social implicationsThe cross-cultural comparisons used in this study add value to tourism studies, particularly when comparing Eastern and Western societies.Originality/valueThe 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

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Sep 13, 2019

Keywords: Tourist behaviour; Hofstede; Online survey; Pre-trip; Post-trip; Travel review website

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