Published 2019-01-03

How to Cite

SÖZER, E. G. (2019). THE EFFECT OF REVIEWER ORIGIN ON BOOKING INTENTIONS IN TOURISM INDUSTRY: THE MODERATING ROLE OF REVIEW VALENCE. Business & Management Studies: An International Journal, 6(4), 1252–1270. https://doi.org/10.15295/bmij.v6i4.357


This study investigates the effect of reviewers’ origin on the consumers’ intentions for booking a room in a hotel by taking into consideration the possible moderating effect of review valence. An experimental design is implemented and the manipulated experimental conditions are identified as the reviewers’ origin (HomeRev, HostRev, UniRev,) and the review content (negative, positive and mixed). Findings of the study confirm the statistically significant relationship between review content and booking intentions. Positive and mixed content lead to higher booking intentions, when compared to negative content. However, exposure to pure positive reviews generates lower levels of booking intentions than mixed reviews containing both positive and negative reviews. The results also indicate that reviews of local customers (HomeRev) generate higher booking intentions compared to reviews generated by international (HostRev,) and unidentified customers (UniRev,). The relative differential effect of local reviewers on booking intentions is moderated by different levels of review valence.


Download data is not yet available.


  1. Ba, S., & Pavlou, P. (2002). Evidence of the effect of trust building technology in electronic markets: Price premiums and buyer behavior. MIS Quarterly,26(3), 243–268.
  2. Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3, 166-177.
  3. Berger, R. & Richard, J. C. (2006). Some Exploration in Initial Interaction and Beyond: Toward a Developmental Theory of Interpersonal Communication. Human Communication Research, 1, 99-112.
  4. Bissell, D. (2012). Mobile testimony in the information age: The powers of travel reviews. International Journal of Cultural Studies,15(2), 149–164.
  5. Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research,32(2), 63-76.
  6. Chaiken, S., Liberman, A., & Eagly, A. H. (1989). Heuristic and Systematic Information Processing within and beyond the Persuasion Context. In J. S. Uleman, & J. A. Bargh (Eds.), Unintended Thought (pp. 212-252). New York: Guilford.
  7. Chan, I.C.C, Lam, L. & Cheris, W.C. C. & Fong, L. & Law, R. (2017). The effect of online reviews on hotel booking intention: The role of reader-reviewer similarity. International Journal of Hospitality Management,66, 54-65.
  8. Chen, Y., & Jinhong, X. (2004). Online consumer review: A new element of marketing communications mix. Management Science,54(3), 477-491.
  9. Chen, P.Y., Wu, S.Y., Yoon, J. (2004). The impact of online recommendations and consumer feedback on sales. ICIS Proc. 58.
  10. Chevalier, J. A., and Mayzlin, D. (2006).The effect of word of mouth on sales: online book reviews. Journal of Marketing Research,43(3), 345–354
  11. Churchill, G.A., Collins, R.H., Strang, W.A., 1975. Should retail salespersons be similar to their customers? Journal of Retailing,51(3), 29–79.
  12. Crosby, L.A., Evans, K.R., & Cowles, D. (1990). Relationship quality in services selling: an interpersonal influence perspective.Journal of Marketing,54(3), 68–81.
  13. Duan W, Gu, B., & Whinston, A., B. (2008). Do online reviews matter? An empirical investigation of panel data. Decision Support Systems, 45(4), 1007–1016.
  14. Duffy, A. (2015). “Friends and fellow travelers: comparative influence of review sites and friends on hotel choice?” Journal of Hospitality and Tourism Technology 6(2), 127–144.
  15. Fuchs, G., & Reichel, A. (2006). Tourist destination risk perception: the case of Israel. Journal of Hospitality & Leisure Marketing, 14(2), 83-108.
  16. Ghalandari, K. & Norouzi, A. (2012). The effect of country of origin on purchase intention: The role of product knowledge. Research Journal of Applied Sciences, Engineering and Technology,4(9), 1166-1171.
  17. Gino, F., Shang, J., & Croson, R. (2009). The impact of information from similar or different advisors on judgment. Organizational Behavior and Human Decision Processes,108, 287–302.
  18. Gu, B. & Ye, Q. (2014). First Step in Social Media - Measuring the Influence of Online Management Responses on Customer Satisfaction.Productions and Operations Management,23, 570-582.
  19. Guilhoto, L.F.M (2018). The Effects of Country-of-Origin on the Service Sector: A Multidimensional Approach. RAM Revista de Administração Mackenzie, 19(1), 1-28.
  20. Ha, S.H. & Bae, S.Y. & Son, L.K. (2015). Impact of online consumer reviews on product sales: Quantitative analysis of the source effect. Applied Mathematics and Information Sciences,9, 373-387.
  21. Hayes, F.A and Preacher, K. J. (2013). Statistical mediation analysis with a multicategorical independent variable. The British journal of mathematical and statistical psychology,67, 451-470.
  22. Keh, H.T. & Nguyen, M. & Ping N. H. (2007). The Effects of Entrepreneurial Orientation and Marketing Information on the Performance of SMEs. Journal of Business Venturing,22, 592-611.
  23. Kim, S.J., Maslowska, E. & Malthouse, E.C. (2017). Understanding the effects of different review features on purchase probability. International Journal of Advertising, 37(1), 29-53.
  24. Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K. 2016. From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. Journal of Marketing,80(1): 7-25.
  25. Lau, D., Lam, L.W., Salamon, S.B. (2008). The impact of relational demographics on perceived managerial trustworthiness: similarity or norms. Journal of Social Psychology,148(2),187–208.
  26. Lee, J., Park, D-H & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications,7, 341-352.
  27. Lin, C., Lee, S., & Horng, D. (2011). The effects of online reviews on purchasing intention: The moderating role of need for cognition. Social Behavior and Personality: An international journal, 39, 71-82.
  28. Liu, Y. (2006). Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of Marketing, 70(3), 74–89.
  29. Milan, R. (2007). Travel reviews - consumers are changing your brand and reputation online. http://www.travelindustrywire.com/article29359>. Accessed 08.10.2018
  30. Mitchell, V. W., & Vassos, V. (1997). Perceived risk and risk reduction in holiday purchases: A cross-cultural and gender analysis”. Journal of Euromarketing,6(3), 47-79.
  31. Mitchell, V. W., Davies, F., Moutinho, L., & Vassos, V. (1999). Using neural networks to understand service risk in the holiday product. Journal of Business Research, 46, 167-180.
  32. Noon, B.M., McGuire, K.A. (2013). Pricing in a social world: the influence of non-price information on hotel choice. Journal of Revenue Pricing Management,12(5), 385–401.
  33. Öğüt, H. & Taş, B.K.O. (2012). The influence of internet customer reviews on the online sales and prices in hotel industry. The Service Industries Journal,32(2), 197-214.
  34. Park, D., Lee, J., Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce,11(4), 125–148.
  35. Petty, R. & Cacioppo, J. (1986). The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology,19, 123-205.
  36. Qiu, L., Pang, J. & Lim, K. (2012). Effects of conflicting aggregated rating on eWOM review credibility and diagnosticity: The moderating role of review valence. Decision Support Systems,54, 631–643.
  37. Racherla, P., Connolly, D. J., & Christodoulidou, N. (2013). What determines consumers’ ratings of service providers? An exploratory study of online traveler reviews. Journal of Hospitality Marketing &Management,22(2), 135–161.
  38. Reynolds, F. D. & Darden, W.R. (1971). Mutually Adaptive Effects of Interpersonal Communication.Journal of Marketing Research, 8 (November), 449-454.
  39. Rogers, E.M., Bhowmik, D.K., (1970). Homophily-heterophily: relational concepts of communication research. Public Opinion Quarterly,34(4), 523–538.
  40. Roselins, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1), 56-61.
  41. Schuckert, M., Xianwei, L. & Law, R. (2015). Hospitality and Tourism Online Reviews: Recent Trends and Future Directions. Journal of Travel & Tourism Marketing,32, 608-621.
  42. Settle, R. B., & Alreck, P. (1989). Reducing buyers’ sense of risk. Marketing Communications,14, 34–40.
  43. Shan, Y., (2016). How credible are online product reviews? The effects ofself-generated and system-generated cues on source credibility evaluation. Computers and Human Behavior,55, 633–641.
  44. Sparks, B. A., & Browning, V. (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310–1323.
  45. Swan, J.E., Bowers, M.R., & Richardson, L.D. (1999). Customer trust in the salesperson: an integrative review and meta-analysis of the empirical literature. Journal of Business Research,44(2), 93–107.
  46. Statista. 2018. Global Digital Expenditure Worldwide Report. https://www.statista.com. Accessed: June 2018.
  47. Utz, S., Kerkhof, P., & Bos, J.V. (2012). Consumers rule: How consumer reviews influence perceived trustworthiness of online stores. Electronic Commerce Research and Applications, 11, 49-58.
  48. Vermeulen, I.E., & Seegers, D. (2009). Tried and tested: the impact of online hotel reviews on consumer consideration. Tourism Management, 30, 123-127.
  49. Zhang, Z., Zhang, Z., Wang, F., Law, R., & Li, D. (2013). Factors influencing the effectiveness of online group buying in the restaurant industry. International Journal of Hospitality Management, 35, 237–245.
  50. Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133–148.