Effects of Gender and Expertise on Consumers’ Motivation to Read Online Hotel Reviews

  title={Effects of Gender and Expertise on Consumers’ Motivation to Read Online Hotel Reviews},
  author={Ellen Eun Kyoo Kim and Anna S. Mattila and Şeyhmus Baloğlu},
  journal={Cornell Hospitality Quarterly},
  pages={399 - 406}
Electronic word of mouth (eWOM) communication, such as the online hotel review, is receiving increasing attention from marketing managers in the hotel industry, primarily because consumers are making considerable use of online forums and often do not book without seeking online advice on restaurants, tourist destinations, or hotels. This study of a convenience sample of 781 travelers in Las Vegas found three chief motivating factors for consumers to seek eWOM, namely, convenience and quality… 

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