Hospitality and Tourism Online Reviews: Recent Trends and Future Directions

Markus Rolf Schuckert, Xianwei Liu, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

361 Citations (Scopus)


In view of the increasing popularity of online reviews and their significant impact on individual buying behavior as well as on the supply side, this study reviewed and analyzed articles related to online reviews in tourism and hospitality published in academic journals between 2004 and 2013. Based on a keyword-driven search and a content analysis, 50 articles were identified as relevant and classified into five topics. The findings revealed that (a) more than half of the analyzed articles focus on hotels and apply empirical methods based on secondary data, (b) more attention has been paid to the relationship between online reviews and online buying as well as satisfaction and online management, and (c) opinion mining of online reviews, motivation to post reviews, and the role of reviews are evenly distributed. This paper also discussed significant topical and methodological trends, contributes to an overall understanding of existing research and its limitation.
Original languageEnglish
Pages (from-to)608-621
Number of pages14
JournalJournal of Travel and Tourism Marketing
Issue number5
Publication statusPublished - 1 Jan 2015


  • content analysis
  • Online reviews
  • reputation management, consumer behavior
  • social media

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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