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Keywords: Travel decision
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Journal Articles
Measuring social influence from online traveler reviews
Available to Purchase
Journal of Hospitality and Tourism Insights (2020) 3 (1): 54–72.
Published: 02 December 2019
..., 11-item scale yields a valid and reliable measure of social influence. Findings The resultant scale provides a tool for researchers to investigate the process whereby different characteristics of online reviews influence travel decisions. Originality/value Customer reviews are prevalent...
