Examining the Role of Online Customer Reviews on Tourist Motivation: Destination and Revisit Intention

With the development of science and technology, the online information search is more popular than ever. Online reviews from people who have experienced travel motivates visitors, giving them an overview of the destination before making a travel decision. Moreover, the satisfaction and attitude of visitors is a major factor for their intention to revisit. Previous studies have focused on the impact of tourist satisfaction and word-of-mouth after visiting the destination; relatively little research investigates online customer reviews about tourism. Using 253 tourists from Tien Giang Province, Vietnam, this study conducted a survey and the results indicated that, based on online customer reviews, travel motivation and destination image have significant impact on perceived quality, perceived value and trust satisfaction. These factors in turn influence attitude and revisit intention toward travel destination. Furthermore, Big Five personality traits and experiential value can moderate the influence of antecedents on tourism performance.