GuestsÃ¢ÂÂ Motives to Write Positive and Negative Hotel Reviews on Trip AdvisorKaram Mansour Ghazi*
Department of Hotel Studies, The High Institute of Tourism and Hotels, King Marriot, Alexandria, Egypt
- *Corresponding Author:
- Ghazi KM
Lecturer, Department of Hotel Studies
The High Institute of Tourism and Hotels
King Marriot, Alexandria, Egypt
E-mail: [email protected]
Received Date: April 27, 2017; Accepted Date: May 11, 2017; Published Date: May 18, 2017
Citation: Ghazi KM (2017) Guests’ Motives to Write Positive and Negative Hotel Reviews on Trip Advisor. J Tourism Hospit 6: 283. doi: 10.4172/2167-0269.1000283
Copyright: © 2017 Ghazi KM. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
This study aims to examine which motives and review components drive hotel guests to write positive and negative reviews on Trip advisor. It tests the motives of writing an online review after the guest has written an online review. Respondents are only Trip advisor users who had left an online review message on Egyptian 5-star hotel services in the last year. Primary data was collected using a Web-based survey. Using regression analysis, the results concluded that there are differences between guests’ motives in creating positive reviews in comparison to negative reviews on Trip advisor. For positive reviews, only helping hotel, and social benefits were found to positively influence writing reviews on Trip advisor. Meanwhile, for negative reviews, venting negative feelings, warning other consumers and social benefits had a positive impact on writing reviews on Trip advisor. Furthermore, this study concludes that there are no differences in the effect of review components in creating positive reviews in comparison to negative reviews on Trip advisor. For both positive and negative reviews, all the seven review components are positively impact writing reviews on Trip advisor. These results enhance the understanding of what motivates guests to post hotel reviews on Trip advisor, and thus hotels can encourage or discourage these behaviours.