Posting reviews on OTAs: Motives, rewards and effort

Xianwei Liu; Zili Zhang; Rob Law; Ziqiong Zhang

doi:10.1016/j.tourman.2018.08.013

Posting reviews on OTAs: Motives, rewards and effort

Xianwei Liu, Zili Zhang, Rob Law, Ziqiong Zhang

Research output: Journal article publication › Journal article › Academic research › peer-review

49 Citations (Scopus)

Abstract

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 language	English
Pages (from-to)	230-237
Number of pages	8
Journal	Tourism Management
Volume	70
DOIs	https://doi.org/10.1016/j.tourman.2018.08.013
Publication status	Published - Feb 2019

Keywords

Digest review
Motives
Peer competition
Popularity
User effort

ASJC Scopus subject areas

Development
Transportation
Tourism, Leisure and Hospitality Management
Strategy and Management

More information

10.1016/j.tourman.2018.08.013

Cite this

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Posting reviews on OTAs: Motives, rewards and effort

Abstract

Keywords

ASJC Scopus subject areas

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