Abstract
Extending narrative transportation theory, the purpose of this study is to examine the effect of online reviews on destination choice and purchasing behaviour at a destination and to clarify the role of prior destination knowledge and perceived usefulness of online reviews. Data were collected from 432 tourists in Gulangyu, a UNESCO World Heritage Site in China. The results of structural equation modelling analysis validate the positive effect of online reviews on tourists’ destination choice and purchasing behaviour. This study offers both theoretical and policy implications to understand how tourists reference online reviews to make travel-related decisions. Copyright © 2021 Informa UK Limited.
| Original language | English |
|---|---|
| Pages (from-to) | 1125-1138 |
| Journal | Asia Pacific Journal of Tourism Research |
| Volume | 26 |
| Issue number | 10 |
| Early online date | 03 Sept 2021 |
| DOIs | |
| Publication status | Published - 2021 |
Citation
Xu, H., Lovett, J., Cheung, L. T. O., Duan, X., Pei, Q., & Liang, D. (2021). Adapting to social media: The influence of online reviews on tourist behaviour at a world heritage site in China. Asia Pacific Journal of Tourism Research, 26(10), 1125-1138. doi: 10.1080/10941665.2021.1952460Keywords
- Destination choice
- Decision making
- Narrative transportation
- Online reviews
- Tourist behaviour
