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korean management review - Vol. 50, No. 3

[ Article ]
korean management review - Vol. 50, No. 3, pp.585-609
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2021
Received 19 Oct 2020 Revised 19 Dec 2020 Accepted 05 Jan 2021

A Multi-Level Analysis on Factors Influencing the Usefulness of Online Review in the Global Hotel Market
Jungwon Lee ; Cheol Park
(First Author) Korea University (
(Corresponding Author) Korea University (

글로벌 호텔시장에서 온라인 리뷰유용성에 영향을 미치는 요인에 관한 다수준 분석

This is an open access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted, distribution, and reproduction in any medium, provided the original work is properly cited.
Funding Information ▼


Online reviews are the most trusted source of information by hotel customers and play a role in reducing the uncertainty associated with a hotel choice. Recently, the perceived usefulness of review is an important factor in determining the effectiveness of electronic word-of-mouth communication. The online review usefulness literature mainly focused on review and reviewer factors, but company factors or cultural factors were not considered. This study analyzed the factors affecting the usefulness of review in the hotel industry by dividing them into review, company, and national level. We collected 10,611 Tripadvisor reviews of 225 hotels from 9 countries, and analyzed the effects of review, company, and country-level factors on review usefulness through multi-level negative binomial regression analysis. As a result of the analysis, it was found that there is a systematic difference in the usefulness of review according to culture and company factors.

Keywords: Review usefulness, culture, company, online review, international comparison, hotel


This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea(NRF-2020S1A5A2A01044436)

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∙ The author Jungwon Lee is a Ph.D. Candidate of Corporate Management at Korea University and an Instructor at Hankuk University of Foreign Studies and Dankook University. He received his B.B.A in International Business from Chungbuk National University and M.S in e-business from Korea University. His research interests include digital marketing using machine leaning algorithm and big data analysis. He has published papers in Journal of Theoretical and Applied Electronic Commerce Research, Korean Management Review, Korean Marketing Review, Journal of IT Service, and Information Systems Research.

∙ The author Cheol Park is a Professor of Marketing, College of Global Business at Korea University Sejong. He received his B.A. in Economics, M.B.A. and Ph.D. in Business Administration from Seoul National University. He had worked for Samsung as assistant manager of global marketing team before joining academic area. He has been a visiting scholar at Vanderbilt University, University of Hawaii, Mongolia International University, and University of Jinan in China. His research interests include digital marketing and online consumer behaviors in the cross-cultural context. He has published papers in influential journals such as International Journal of Information Management, Journal of Interactive Marketing, International Marketing Review, and Journal of Business Research, etc.