Investigating cross-national heterogeneity in the adoption of online hotel reviews

Social media use for travel purposes: a cross cultural comparison between Portugal and the UK

“…Further, since past studies have evidenced that national culture influences tourist behavior and the way they search for travel information (Pizam and Jeong 1996;Gursoy and Umbreit 2004;Ayeh et al 2016) the present study shows how the cultural dimensions could affect the use of social for travel purposes not only before travel, but also when travel and after travel, providing researchers and practitioners with a better understanding of the process of consumption and creation of travel related content.…”

“…A considerable amount of cross cultural studies is grounded on Hofstede's cultural dimensions (Jackson and Wang 2013;Goodrich and De Mooij 2014;Ayeh et al 2016). Indeed, this framework is considered to be the most comprehensive national cultural framework in cross-cultural studies (Litvin et al 2004;Hsu et al 2013) and can be used to explain and predict behaviors (Hofstede 1980).…”

“…Similarly, Quintal et al (2010) findings indicated that uncertainty avoidance was related to the extent of travel information search. Kim et al (2011) and Ayeh et al (2016) suggest that the Individualism versus Collectivism dimension may explain how individuals from different countries use social media. Indeed, individuals from a collectivist culture are more likely to use the Internet as mean of social communication as opposed to individuals from as individualist culture who tend to be more prone to informational benefits (Chau et al 2002;Chu and Choi 2011;Ayeh et al 2016).…”

“…Kim et al (2011) and Ayeh et al (2016) suggest that the Individualism versus Collectivism dimension may explain how individuals from different countries use social media. Indeed, individuals from a collectivist culture are more likely to use the Internet as mean of social communication as opposed to individuals from as individualist culture who tend to be more prone to informational benefits (Chau et al 2002;Chu and Choi 2011;Ayeh et al 2016). Moreover, in collectivist cultures, group values and the opinions of others are considered to be more important ) and social media plays an important role in opinion formation (Goodrich and De Mooij 2014).…”

“…On the other hand, the utility of social media in tourism greatly depends on the perception people have on social media credibility (Tham et al 2013). Since national culture shapes human behavior (Ayeh et al 2016), it is important to understand if differences in culture could influence how tourists use and value social media for travel purposes. Tourism's international nature should generate more attention for cross-cultural research (Dimanche 1994) in order to demonstrate the power of cultural dimension on tourist behavior and choice.…”