What Motivates Consumers to Write Online Travel Reviews?

Abstract

The Web provides a fertile ground for word-of-mouth communication and more and more consumers write about and share product-related experiences online. Given the experiential nature of tourism, such first-hand knowledge communicated by other travelers is especially useful for travel decision making. However, very little is known about what motivates consumers to write online travel reviews. A Web-based survey using an online consumer panel was conducted to investigate consumers' motivations to write online travel reviews. Measurement scales to gauge the motivations to contribute online travel reviews were developed and tested. The results indicate that online travel review writers are mostly motivated by helping a travel service provider, concerns for other consumers, and needs for enjoyment/positive self-enhancement. Venting negative feelings through postings is clearly not seen as an important motive. Motivational differences were found for gender and income level. Implications of the findings for online travel communities and tourism marketers are discussed.