Use and impact of online travel reviews



Publication Details

Gretzel, U. & Yoo, K. (2008). Use and impact of online travel reviews. In P. O'Connor, W. Hopken & U. Gretzel (Eds.), Information and Communication Technologies in Tourism 2008 (pp. 35-46). Vienna, Austria: Springer-Verlag Wien.


Consumer-generated content (CGC) is growing in importance. Especially online travel reviews written by consumers are ever more available and used to inform travel-related decisions. A Web-based survey of users of the most prominent travel review site, TripAdvisor, was conducted to investigate how other travellers’ reviews inform the trip planning process. Since current CGC statistics show generational and gender differences, the study also aimed at examining whether those carry over into the realm of travel review use. The results show that reviews are used mostly to inform accommodation decisions and are currently not used much for en route travel planning. Gender differences were found for perceived impacts of reviews, with females reaping greater benefits from using reviews, especially in terms of enjoyment and idea generation. Age differences occurred across a variety of perceptions and use behaviours. Implications for travel marketing and travel information systems design are provided.

Please refer to publisher version or contact your library.



Link to publisher version (DOI)