2018
DOI: 10.1177/0047287518773910
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Risk versus Reward: When Will Travelers Go the Distance?

Abstract: Online reviews have a powerful influence on travel purchase decisions and outweigh other considerations, including price. Price and location are primary factors influencing hotel selection. This research investigates the influence of reviews and location on travel decisions for a spring break vacation in Cancun. Prospect theory and judgmental heuristics provide a theoretical foundation for the prediction that people will exert greater effort to avoid risk versus seek reward. Participants chose between two reso… Show more

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Cited by 22 publications
(28 citation statements)
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“…Although positive reviews may have a positive influence on hotel decisions, the impact may be minimal (Duan, Gu, and Whinston 2008). Research suggests that negative reviews tend to be more powerful than positive reviews and override other factors such as preexisting attitudes, price, and location (Book, Tanford, and Chen 2016; Browning, So, and Sparks 2013; Sparks and Browning 2011; Tanford and Kim 2019). Related to sustainability, reviews can override consumers’ preexisting environmentally conscious attitudes (Tanford and Montgomery 2015).…”
Section: Literature Reviewmentioning
confidence: 99%
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“…Although positive reviews may have a positive influence on hotel decisions, the impact may be minimal (Duan, Gu, and Whinston 2008). Research suggests that negative reviews tend to be more powerful than positive reviews and override other factors such as preexisting attitudes, price, and location (Book, Tanford, and Chen 2016; Browning, So, and Sparks 2013; Sparks and Browning 2011; Tanford and Kim 2019). Related to sustainability, reviews can override consumers’ preexisting environmentally conscious attitudes (Tanford and Montgomery 2015).…”
Section: Literature Reviewmentioning
confidence: 99%
“…Moreover, research demonstrates that people will pay more to stay at a hotel with positive reviews but will not stay at a hotel with negative reviews even at a steep discount (Book, Tanford, and Chen 2016). Likewise, research suggests that consumers will drive any distance to avoid a negatively reviewed resort but are less favorable toward a positively reviewed resort as distance increases (Tanford and Kim 2019).…”
Section: Literature Reviewmentioning
confidence: 99%
See 3 more Smart Citations