Posting reviews on OTAs: Motives, rewards and effort

Xianwei Liu, Zili Zhang, Rob Law, Ziqiong Zhang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

20 Citations (Scopus)


High-quality reviews are crucial for users and websites. Many online travel agencies (OTAs) offer online incentives to encourage high-quality reviews. However, the effect of these incentive programs on users’ posting effort remains unclear. Our analyses of a dataset collected from a leading OTA present the following: (1) users with more digest reviews tend to exert more effort when posting subsequent reviews; (2) an increasing number of digest reviews for a hotel induces subsequent users to exert additional posting effort; (3) the marginal effect of an additional digest review on posting effort is decreasing; (4) users with high expertise tend to exert extra posting effort when in a fierce competition. This study concludes by presenting theoretical and managerial implications for both research and practice.

Original languageEnglish
Pages (from-to)230-237
Number of pages8
JournalTourism Management
Publication statusPublished - Feb 2019


  • Digest review
  • Motives
  • Peer competition
  • Popularity
  • User effort

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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