Abstract
As the role of online word of mouth becomes more important with the development of the Internet, information sharing and diffusion among customers are rapidly taking place. The impact of online reviews, a form of word of mouth, greatly applies to the hotel industry as hotel services are intangible and difficult to evaluate before experiencing, which makes potential customers rely more on online reviews. This study investigated what factors of online hotel reviews affected the knowledge acquisition attitude of hotel managers. This expands the heuristic-systematic model based on prior studies and divides the online hotel reviews into content, non-content, and hybrid cues. Then, this study analyzed the direct and indirect effects of these factors on the knowledge acquisition attitude of hotel managers. The results showed the timeliness of content cues and the amount of review/the rating of the review of non-content cues had a significant effect on the knowledge acquisition attitude of hotel managers. Based on the results, this study suggests both theoretical and practical implications.
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