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This conceptual paper presents a research agenda for tourism operators by examining the literature pertaining to the phenomenon of online reviews in the tourism sector. The objective is to examine tourist motivations for posting online reviews and their potential impact on the consumer decision making process. Furthermore, this paper seeks to explore how tourism operators may respond to, and act upon, this source of customer word-of-mouth.
Lawlor, J., Gorham, G. and O'Connor, C. (2015). The Phenomenon of Online Reviews - Digital Headache or Golden Opportunity for the Tourism Sector? 11th Annual Tourism and Hospitality Research in Ireland Conference (THRIC), Letterkenny IT, June 11-12th, 2015. DOI: 10.21427/D79T9P