Travel review website usage: a cultural perspective

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.

研究目的

本论文从文化角度出发, 旨在研究游客在旅游前和后两阶段对旅游点评网站的使用。

研究设计/方法/途径

本论文采用定量分析, 采用实证主义模型, 网络问卷取样来自澳大利亚、加拿大、印度、和马拉西亚等国家。

研究结果

研究结果表明, 在国际或者国内假期之前, 国家和搜索时间有显著关系；国家与网站信息可信度有显著关系；国家和是否游客发布旅游点评有显著关系。研究结果依据Hofstede文化维度理论。长期倾向调节了文化因素对网站点评信息信任度的影响。国家个人主义和集体主义导向对游客发布旅游点评有强烈影响。

研究理论限制

问卷采样未采用随机抽样方式, 因此, 研究结果的概括推广性值得谨慎对待。

研究实践意义

研究结果对旅游业经理有重要启示, 尤其是意图通过旅游点评网站促进游客信息分享行为。

研究社会意义

研究结果对比跨文化区别, 对旅游学研究有重要价值, 尤其是做东西方社会研究对比。

研究原创性/价值

本论文对消费者旅游前和后两阶段的网上行为做了研究, 尤其是在居住国家和Hofstede文化维度方面的影响研究, 对相关文献做出理论贡献。

关键词 旅游点评网站、Hofstede、在线问卷调查、游客行为、旅游前、旅游后

Citation

Cassidy, L. and Pabel, A. (2019), "Travel review website usage: a cultural perspective", Journal of Hospitality and Tourism Technology, Vol. 10 No. 3, pp. 311-322. https://doi.org/10.1108/JHTT-01-2018-0003