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Helpful reviewers in TripAdvisor, an online travel community

Lee, H., Law, R. and Murphy, J. (2011) Helpful reviewers in TripAdvisor, an online travel community. Journal of Travel & Tourism Marketing, 28 (7). pp. 675-688.

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Online communities need a critical mass for communication, information, and entertainment and should provide useful information for their members in order to obtain this critical mass. The abundance of online travel reviews increases cognitive costs of travelers, and travelers use extrinsic cues to judge the quality of online reviews to eliminate costs associated with the information process. Of various cues used in online environments, this study examined an online reputation system in and profiled the reviewers who post helpful reviews in the online travel community. The key findings include that helpful reviewers are those who travel more, actively post reviews, belong to any age and gender groups, and give lower hotel ratings. This study adds to research of online travel reviewers by characterizing helpful information creators among online content creators.

Item Type: Journal Article
Murdoch Affiliation(s): Murdoch Business School
Publisher: Routledge, Taylor & Francis Group
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