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What motivates posting online travel reviews? Integrating gratifications with technological acceptance factors

Author

Listed:
  • Shuchita Bakshi

    (University of Jammu School of Hospitality and Tourism Management University of Jammu, Jammu, India)

  • Nikita Dogra

    (University of Jammu School of Hospitality and Tourism Management University of Jammu, Jammu, India)

  • Anil Gupta

    (University of Jammu School of Hospitality and Tourism Management & The Business School University of Jammu, Jammu, India)

Abstract

Purpose –The aim of the present study is to understand the effect of travelers’ motivations and technological acceptance factors on intentions to post online reviews. Design- Uses and gratification and the extended unified theory of acceptance and use of technology (UTAUT2) were applied as the basis of the present study. Methodology – A structured questionnaire was designed on the basis of the previous literature. 600 questionnaires were distributed out of which 273 valid responses were considered for statistical analysis. Findings – The results reveal that altruism, reciprocity, effort expectancy, habit and hedonic motivations have positive influence, whereas economic rewards negatively influence the intentions of travelers to post online reviews. However, there is no significant relationship between social influence and review posting intentions of travelers. Moreover, a significant relationship was observed between altruism and effort expectancy; reciprocity and effort expectancy and habit and effort expectancy. Further, both behavioural intentions and habit were significant predictors of actual usage. Originality/ Value – The present study is among the few studies which investigate the effect of motivational factors in conjunction with technological acceptance factors on travel review posting intentions.

Suggested Citation

  • Shuchita Bakshi & Nikita Dogra & Anil Gupta, 2019. "What motivates posting online travel reviews? Integrating gratifications with technological acceptance factors," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 25(2), pages 335-354, December.
    • Handle: RePEc:tho:journl:v:25:y:2019:n:2:p:335-354
    DOI: https://doi.org/10.20867/thm.25.2.5
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    References listed on IDEAS

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    1. Gee W. Bock & Young-Gul Kim, 2002. "Breaking the Myths of Rewards: An Exploratory Study of Attitudes about Knowledge Sharing," Information Resources Management Journal (IRMJ), IGI Global, vol. 15(2), pages 14-21, April.
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    4. Chong Ju Choi & Carla C. J. M. Millar & Caroline Y. L. Wong, 2005. "Knowledge and Households," Palgrave Macmillan Books, in: Knowledge Entanglements, chapter 0, pages 53-64, Palgrave Macmillan.
    5. Sonali K. Shah, 2006. "Motivation, Governance, and the Viability of Hybrid Forms in Open Source Software Development," Management Science, INFORMS, vol. 52(7), pages 1000-1014, July.
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    Cited by:

    1. Tamás Iványi & Szilvia Bíró-Szigeti, 2020. "Understanding Internal Connections of Music Festivals’ Experience Dimensions," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 26(2), pages 437-454, December.

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    More about this item

    Keywords

    online reviews; uses and gratification; extended unified theory of acceptance and use of technology; motivations Journal: Tourism and Hospitality Management;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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