Adapting to social media: the influence of online reviews on tourist behaviour at a world heritage site in China

Online reviews significantly influence tourists' destination choices and purchasing behavior at UNESCO World Heritage Site Kulangsu (Gulangyu), according to a study published in the Asia Pacific Journal of Tourism Research. The research, which extended narrative transportation theory, found that prior knowledge and perceived usefulness of online reviews further enhance their impact on decision-making. Analyzing data from 432 tourists through structural equation modeling, the study confirmed the positive effect of online reviews on travel-related behaviors. This insight offers valuable implications for both theoretical understanding and policy development, particularly in how tourists utilize digital platforms to shape their experiences at heritage sites.

Xu, H., Lovett, J., Cheung, L. T. O., Duan, X., Pei, Q., & Liang, D. (2021). Adapting to social media: the influence of online reviews on tourist behaviour at a world heritage site in China. Asia Pacific Journal of Tourism Research, 26(10), 1125–1138. https://doi.org/10.1080/10941665.2021.1952460