Table of Contents
LIST OF FIGURES.................................................................................................................................3
EXECUTIVE SUMMARY........................................................................................................................4
1 INTRODUCTION ...........................................................................................................................8
2 STUDY GOALS AND OBJECTIVES............................................................................................9
3 METHODOLOGY..........................................................................................................................9
4 FINDINGS....................................................................................................................................10
4.1 TRIP PLANNING BEHAVIOR.....................................................................................................10
4.2 USE OF OTHER TRAVELERS’ONLINE REVIEWS........................................................................17
4.3 EVALUATION OF OTHER TRAVELERS’ONLINE REVIEWS...........................................................21
4.4 INFLUENCE OF OTHER TRAVELERS’ONLINE REVIEWS .............................................................25
4.5 MOTIVATIONS TO WRITE/POST REVIEWS................................................................................27
4.6 SAMPLE CHARACTERISTICS....................................................................................................31
4.7 CHARACTERISTICS OF FREQUENT TRAVEL REVIEW READERS..................................................36
4.7.1 Trip Planning Behavior....................................................................................................36
4.7.2 Use of Other Travelers’ Online Reviews.........................................................................42
4.7.3 Evaluation of Other Travelers’ Online Reviews..............................................................45
4.7.4 Influence of Other Travelers’ Online Reviews ................................................................50
4.7.5 Motivation to write/post online travel reviews .................................................................54
4.7.6 Characteristics ................................................................................................................54
4.8 CHARACTERISTICS OF TRAVEL REVIEW WRITERS....................................................................57
4.8.1 Trip Planning Behavior....................................................................................................57
4.8.2 Use of Other Travelers’ Online Reviews.........................................................................59
4.8.3 Evaluation of Other Travelers’ Online Reviews..............................................................60
4.8.4 Influence of Other Travelers’ Online Reviews ................................................................62
4.8.5 Characteristics ................................................................................................................64
5 IMPLICATIONS AND CONCLUSION.........................................................................................67
6 REFERENCES ............................................................................................................................69