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Examining the Role of Online Customer Reviews on Tourist Motivation: Destination and Revisit Intention

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  • Ying-Kai Liao*

    (Assistant Professor of Marketing, Program of International Business, Nanhua University, No. 55, Sec. 1, Nanhua Rd., Dalin Township, Chiayi County 62249, Taiwan)

  • Phuoc-Thien Nguyen

    (Ph. D. student, Department of Business Administration, Nanhua University, No. 55, Sec. 1, Nanhua Rd., Dalin Township, Chiayi County 62249, Taiwan)

  • Kim Ngan Nguyen Thi

    (Ph.D. student, Department of Business Administration, Nanhua University, No. 55, Sec. 1, Nanhua Rd., Dalin Township, Chiayi County 62249, Taiwan)

Abstract

With the development of science and technology, the online information search is more popular than ever. Online reviews from people who have experienced travel  motivates visitors, giving them an overview of the destination before making a travel decision. Moreover, the satisfaction and attitude of visitors is a major factor for their intention to revisit. Previous studies have focused on the impact of tourist satisfaction and word-of-mouth after visiting the destination; relatively little research investigates online customer reviews about tourism. Using 253 tourists from Tien Giang Province, Vietnam, this study conducted a survey and the results indicated that, based on online customer reviews, travel motivation and destination image have significant impact on perceived quality, perceived value and trust satisfaction. These factors in turn influence attitude and revisit intention toward travel destination. Furthermore, Big Five personality traits and experiential value can moderate the influence of antecedents on tourism performance.

Suggested Citation

  • Ying-Kai Liao* & Phuoc-Thien Nguyen & Kim Ngan Nguyen Thi, 2018. "Examining the Role of Online Customer Reviews on Tourist Motivation: Destination and Revisit Intention," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 4(12), pages 413-422, 12-2018.
    • Handle: RePEc:arp:tjssrr:2018:p:413-422
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