Effects of gender and expertise on consumers' motivation to read online hotel reviews

Ellen Eun Kyoo Kim, Anna S. Mattila, Seyhmus Baloglu

Research output: Contribution to journalArticle

113 Scopus citations

Abstract

Electronic word of mouth (eWOM) communication, such as the online hotel review, is receiving increasing attention from marketing managers in the hotel industry, primarily because consumers are making considerable use of online forums and often do not book without seeking online advice on restaurants, tourist destinations, or hotels. This study of a convenience sample of 781 travelers in Las Vegas found three chief motivating factors for consumers to seek eWOM, namely, convenience and quality, risk reduction, and social reassurance. The analysis found distinct differences between the sexes regarding their motivating factors, and levels of expertise also influenced consumers' motivations to read online reviews. Women, for instance, are more likely to read reviews for the purpose of convenience and quality and for risk reduction. Men's use of the online reviews depended on their level of expertise.

Original languageEnglish (US)
Pages (from-to)399-406
Number of pages8
JournalCornell Hospitality Quarterly
Volume52
Issue number4
DOIs
StatePublished - Nov 1 2011

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management

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