Understanding user experiences of online travel review websites for hotel booking behaviours: an investigation of a dual motivation theory

Jooyoung Hwang, Sangwon Park, Mina Woo

Research output: Journal article publicationJournal articleAcademic researchpeer-review

35 Citations (Scopus)


Online travel review websites (a form of social media) have become an important information source for online travellers. However, previous studies have mainly focused on the issue of the adoption of social media websites. Recognising the theoretical gap in tourism, this paper tries to understand users’ experiences in using social media, associated with user satisfaction and determining the success of an information system. The findings of this research indicate that, in accordance with the motivation theory, both extrinsic (i.e. the argument quality of consumer reviews) and intrinsic (i.e. the credibility of the source) motivation play important roles that enhance user satisfaction. Specifically, the completeness, relevance, flexibility, and timeliness of the argument quality as well as the trustworthiness of source credibility positively influence user satisfaction, leading to intentions to reuse the website and purchase the tourism product. Practical implications for online tourism marketers are also discussed.
Original languageEnglish
Pages (from-to)359-372
Number of pages14
JournalAsia Pacific Journal of Tourism Research
Issue number4
Publication statusPublished - 3 Apr 2018


  • digital marketing
  • motivation theory
  • online consumer reviews
  • Partial Least Square modelling
  • user satisfaction

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

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