What Factors Make Online Travel Reviews Credible? The Consumers' Credibility Perception-CONCEPT Model
Tiziana Guzzo, Fernando Ferri e Patrizia Grifoni, have published in the prestigious magazine MDPI - Academic Open Access Publishing, an article entitled: What Factors Make Online Travel Reviews Credible? The Consumers' Credibility Perception-CONCEPT Model
"Online reviews have become a fundamental element in searching for and buying a tourism service. In particular, in the phase of post-pandemic caused by the COVID-19, social media are important channels of inspiration of dreams and encouragement to begin envisioning future trips. However, the growing trend of fake reviews is becoming a big issue for consumers. This study proposes and empirically validates a new model that enables predicting consumers' Credibility Perception of Online Reviews (CPOR) related to tourism, considering all integrated factors of the communication process. A survey was carried out via a structured questionnaire. In particular, 615 answers from Italian travel groups were collected, and correlation and regression analyzes were conducted. Results show that the website brand, advisor's expertise, reviews' sidedness and consistency, and consumer experience are significant predictors of CPOR. Website usability and reputation are instead weak predictors. This study provides the design and test of a credibility model, contributing to the theoretical and empirical advancement of the literature and enhancing the knowledge on consumer behavior "