Do Travel Product Types Matter? Online Review Direction and Persuasiveness

ABSTRACT

Based on perceived risk and zone of tolerance theory, this study selected two popular tour-based products and two ticket-based products to investigate how travel product types and online review directions influence review persuasiveness. The study showed that travel product type and online review direction have a combined effect on online persuasiveness. Additionally, participants perceive negative reviews to be more persuasive than positive reviews for group package tours and packages of airline ticket and hotel accommodation products. However, positive reviews are more persuasive than negative reviews for budget airline ticket products. These findings have managerial implications both for product improvement strategies and for theoretical advances in hospitality and tourism.

KEYWORDS:

• Online review
• direction
• persuasiveness
• product type
• travel

Additional information

Notes on contributors

Sheng-Hshiung Tsaur

Sheng-Hshiung Tsaur is Professor, Graduate Institute of Recreation, Tourism, and Hospitality Management, National Chiayi University, No. 580, Sinmin Rd., Chiayi City 60004, Taiwan (R.O.C.) (E-mail: [email protected]).

Chung-Ching Huang

Chung-Ching Huang is a Ph.D. Candidate, Graduate Institute of Recreation, Tourism, and Hospitality, Management, National Chiayi University, No. 580, Sinmin Rd., Chiayi City 60004, Taiwan (R.O.C.). (E-mail: [email protected]).

Hsiang-Fei Luoh

Hsiang-Fei Luoh is Associate Professor, Department of Restaurant, Hotel and Institutional Management, Fu Jen Catholic University, No. 510, Zhongzheng Rd., Xinzhuang Dist., New Taipei City 24205, Taiwan. (R.O.C.). (E-mail: [email protected]).