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An Exploratory Study of Travelers' Use of Online Reviews and Recommendations

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Travelers are increasingly turning to online reviews and recommendations to plan trips. This article investigates the sources and types of online travel reviews and recommendations, and examines the heuristics used by subjects when making travel decisions. The results of this study indicated that those reviews and recommendations come from peer travelers, third parties, or travel companies; they can be categorized into text-based recommendations, symbolic recommendation, numerical ratings, or narrative reviews. Also, the results indicated that the subjects used several heuristics to make their decisions.
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Keywords: DECISION HEURISTICS; ONLINE REVIEWS; ONLINE TOURISM; RECOMMENDATIONS; TRIP PLANNING

Document Type: Research Article

Publication date: 2009-10-01

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  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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