Stars, Votes, and Badges: How Online Badges Affect Hotel Reviewers

Markus Rolf Schuckert, Xianwei Liu, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

20 Citations (Scopus)


ABSTRACT: As online reviews, ratings, and helpful votes in e-commerce platforms become industry-centric, this study examines how virtual badges affect the online behavior of reviewers and readers based on status-seeking theory in an online environment. This study finds that online readers prefer reviews with low ratings to those with high ratings; however, reviewers with high-level badges tend to post moderate ratings and avoid extreme ratings. Casting doubt on the efficiency of current online incentive systems, user-generated content websites may establish a qualitative index to measure the quality of customer reviews from a long-term perspective to encourage reviewers to continue creating high-quality contents.
Original languageEnglish
Pages (from-to)440-452
Number of pages13
JournalJournal of Travel and Tourism Marketing
Issue number4
Publication statusPublished - 3 May 2016


  • Experience
  • motivation
  • online badges
  • reputation

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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