What features of online review affects readers' intention to travel?

摘要

Online review is becoming more popular among the public when considering the purchase of a product or service. This also applies in tourism industry when potential tourists were making decisions about travel destination. This research aims to identify online review elements/features that will affect readers' intention to travel. Hence, the model was designed by categorized online review characteristics namely system, information and informant characteristic. These characteristics then influence perceived informativeness, destination image and informant expertise and trustworthiness viewed in reader viewpoint and eventually affect reader intention to travel. Analysis of the model was conducted by using PLS SEM with 189 valid questionnaires. The result of this study proved that some elements/features of online review influence reader intention to travel. They are quality and quantity of the reviews and destination indicator which are available on the website. However, this study suggest that current features are not sufficient to explain reviewer credibility, thus other features need to be added to the website to serve this purpose.