Identifying Factors Motivating Users to Post Reviews on Online Travel Review Platforms: A Factor Analysis Study

Authors

DOI:

https://doi.org/10.32870/myn.vi54.7765

Keywords:

online reviews, online travel review platforms, online travel agencies, OTA, motivation

Abstract

This research paper aims to identify the factors motivating users to post reviews on online travel review platforms (OTRPs). A non-probabilistic sampling technique, purposive sampling, was employed for data collection. Exploratory Factor Analysis (EFA) was conducted on a dataset of 1,313 observations. This study highlights several pivotal factors encouraging users to engage in this review-sharing phenomenon. Three key factors, social recognition and connection, enhancing travel experiences, and social validation, were identified as motivating users to write online reviews. Among these, the innate desire for social connection, the building of social capital, and the inclination to offer peer support emerge as the predominant motivations driving users' intentions to create travel-related reviews on online platforms. By analyzing the complex interplay of psychological, social, and support-based incentives, this study not only contributes to adds body knowledge to the literature of motivation theories but also offers practical guidance to online travel agencies (OTAs) managers in their pursuit of providing exceptional customer experiences and marketing strategies in an era of expanding online travel. This study assists OTAs in understanding customer experiences, tailoring services to meet travelers' expectations, and delivering enriching customer interactions.

Author Biographies

Animesh Kumar Sharma, Lovely Professional University

Animesh Kumar Sharma is a Research Scholar at Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India, and working as Manager - Marketing and Corporate Communication with Vatika Business Centres Private Limited (A Vatika Group Company), Gurugram, India. His research interest areas are digital marketing, social media marketing, search engine marketing, artificial intelligence, machine learning, data analytics, and the applications of technology in business.

Rahul Sharma, Lovely Professional University

Dr. Rahul Sharma is a highly accomplished professor of Marketing with over 14 years of experience in academia. He has a Ph.D. in Marketing and has published over 15 articles in high-quality journals in the field. Dr. Sharma's research interests include consumer behavior, business analytics, and digital marketing. In addition to his research, Dr. Rahul is also a highly sought-after resource person in various faculty development programs.

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2025-01-01

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Sharma, A., & Sharma, R. (2025). Identifying Factors Motivating Users to Post Reviews on Online Travel Review Platforms: A Factor Analysis Study. Mercados Y Negocios, (54), 87–122. https://doi.org/10.32870/myn.vi54.7765

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No. 54 (26): Mercados y Negocios (January-April, 2025)

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Copyright (c) 2024 Animesh Kumar Sharma, Rahul Sharma

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