Adapting to social media: The influence of online reviews on tourist behaviour at a world heritage site in China

Han XU, Jon LOVETT, Ting On Lewis CHEUNG, Xialei DUAN, Qing PEI, Dan LIANG

Research output: Contribution to journalArticlespeer-review

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 languageEnglish
Pages (from-to)1125-1138
JournalAsia Pacific Journal of Tourism Research
Volume26
Issue number10
Early online date03 Sep 2021
DOIs
Publication statusPublished - 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: 10.1080/10941665.2021.1952460

Keywords

  • Destination choice
  • Decision making
  • Narrative transportation
  • Online reviews
  • Tourist behaviour

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