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Purpose This quantitative study aims to examine background motives that navigate individuals to share their opinions, in the context of an individual’s post-vacation phase and its relation to the destination of Serbia, from the standpoint of age, gender and nationality. Design/methodology/approach The data were collected throughout six weeks via a self-administered Web survey. The survey was adopted and based on the scale developed by Bronner and de Hoog (2011). Findings Results indicate that the dominant driver to submit an online review after a trip is to help vacationers (altruism) and that men and women display differences in this, but not in other motives. Both age and nationality do not influence the particular motive to leave an online review. Research limitations/implications The main limitation of this study is the total number of answers. However, sampling was rather purposive, which gives us a good indicator of the population behavior. Practical implications Understanding these drivers is essential in formulating strategies for managing the interaction with opinion leaders. On a larger scale, the results can contribute the market segmentation and customer communication approaches in Serbian tourism marketing. Originality/value Motives that trigger individuals to compose an online review have not been investigated and thematic studies are still missing, in the case of Serbia in particular.

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