Journal of Tourism & Hospitality
Open Access

Abstract

Guests’ Motives to Write Positive and Negative Hotel Reviews on Trip Advisor

Karam Mansour Ghazi

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.