The power of expert identity: How website-recognized expert reviews influence travelers' online rating behavior |
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| Affiliation: | 1. School of Management, Harbin Institute of Technology, 92 West Dazhi Street, Harbin 150001, China;2. School of Tourism and Hospitality Management, Temple University, Philadelphia, PA 19122, USA;1. University of Zaragoza, Zaragoza, Spain;2. University of Reading, Reading, UK;1. College of Business Administration, Seoul National University, Seoul, Republic of Korea;2. College of Communication, Seoul National University, Seoul, Republic of Korea;3. Graduate School of Business, Seoul National University, Seoul, Republic of Korea;1. Department of Business Administration, National Chin-Yi University of Technology, No. 57, Sec. 2, Zhongshan Rd., Taiping Dist., Taichung 411, Taiwan, ROC;2. Department of Business Administration, National Taiwan University of Science and Technology, No. 43, Sec. 4, Keelung Rd., Da’an Dist., Taipei 106, Taiwan, ROC;3. Department of Business Administration, National Chin-Yi University of Technology, No. 82-1, Shicuoliao, Lucao Township, Chiayi County 611, Taiwan, ROC;1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science, Museum Road, TST East, Kowloon, Hong Kong SAR, China;2. Faculty of Business Administration, University of Macau, Avenida da Universidade, Taipa, Macau, SAR, China;1. University of Surrey, United Kingdom;2. University of Alicante, Spain |
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| Abstract: | The objective of this paper is to study the effects of online user-generated “expert reviews” on travelers' behavior. After controlling for a large set of independent variables, the results show that as the number of expert reviews for a hotel increases, future traveler ratings for the hotel increase. However, the marginal effect of a greater number of expert reviews decreases. Further, as the reviewing expertise level of a traveler increases, the traveler posts more negative ratings, but the marginal effect of the level of reviewing expertise decreases. Our results also indicate that reviewing expertise can reinforce the positive effect of expert hotel reviews on travelers' rating behavior. The robustness of our results is confirmed by a Bayesian ordered logit model. Finally, the implications of the results are discussed in terms of research and practice. |
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| Keywords: | Expert review Reviewing expertise Rating Travel website (Bayesian) ordered logit |
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