Investigating cross-national heterogeneity in the adoption of online hotel reviews

Julian K. Ayeh, Norman Au, Rob Law

Research output: Contribution to journalArticlepeer-review

61 Citations (Scopus)


Increasing reliance of potential guests on online hotel reviews has given rise to trepidation among some hospitality managers recently, thus necessitating a better understanding of its adoption. Literature on multicultural studies have suggested that behavioral models do not universally hold across cultures. In view of the limited generalizability and applicability of extant cross-cultural studies to this context, this study generates cross-national insights into the antecedents of travelers' intention to use online hotel reviews to better understand the use of consumer-generated reviews across cultures. Generally, the predictive power of the model derived from the Motivation Theory and TAM holds true for both the United States and Singapore. Nonetheless, tests for structural invariance reveals some noteworthy differences between the two countries. The results highlight the complex cognitive mechanisms determining the acceptance of online hotel reviews in each country as moderated by national culture orientations. Findings hold implications for practitioners and researchers as they navigate through social media in different cultural contexts.

Original languageEnglish
Pages (from-to)142-153
Number of pages12
JournalInternational Journal of Hospitality Management
Publication statusPublished - May 1 2016


  • Multi-group analysis
  • National culture
  • Online travel reviews
  • Social media
  • TripAdvisor
  • User-generated content

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management


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