Quantifying Reviewer Credibility in Online Tourism

  • Yuanyuan Wang
  • Stephen Chi Fai Chan
  • Grace Ngai
  • Hong-Va Leong
Part of the Lecture Notes in Computer Science book series (LNCS, volume 8055)


With the growing interconnectedness of the world and advances in transportation and communication, more and more people are travelling as independent tourists, putting together their own itineraries and activities from information researched from social media. However, many reviewers post reviews without validation, leading to the explosive growth of reviews and the proliferation of uninformative, biased or even false information. This makes it very challenging for travellers to find credible reviews. Previous work has shown that credibility assessment of sources and messages are fundamentally interlinked. Hence, there has been much work on measuring the credibility of reviewers. However, most current work investigates the factors impacting the perception of reviewer credibility without quantitative evaluation. This paper presents a method that quantifies the credibility of reviewers in TripAdvisor. An Impact Index is proposed to measure reviewer credibility by evaluating the expertise and trustworthiness based on the number of reviews posted by the reviewer and the number of helpful votes received by the reviews. Furthermore, the Impact Index is improved into the Exposure-Impact Index by considering in addition the number of destinations on which the reviewer posted reviews. Our experimental results show that both Impact Index and Exposure-Impact Index outperform the state-of-the-art method in measuring the credibility of reviewers to help travellers search for credible reviews.


reviewer credibility credible review tourism 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. 1.
    Litvin, S.W., Goldsmith, R.E., Pan, B.: Electronic Word-of-mouth in Hospitality and Tourism Management. Tourism Management 29(3), 458–468 (2008)CrossRefGoogle Scholar
  2. 2.
    Sparks, B.A., Browning, V.: The Impact of Online Reviews on Hotel Booking Intentions and Perception of Trust. Tourism Management 32(6), 1310–1323 (2011)CrossRefGoogle Scholar
  3. 3.
    Kusumasondjaja, S., Shanka, T.: Credibility of Online Reviews and Initial Trust: The Roles of Reviewer’s Identity and Review Valence. Journal of Vacation Marketing 18(3), 185–195 (2012)CrossRefGoogle Scholar
  4. 4.
    Lee, H., Law, R., Murphy, J.: Helpful Reviewers in TripAdvisor: An Online Travel Community. Journal of Travel & Tourism Marketing 28(7), 675–688 (2011)CrossRefGoogle Scholar
  5. 5.
    Metzger, M.J., Flanagin, A.J., Medders, R.: Social and Heuristic Approaches to Credibility Evaluation Online. Journal of Communication 60(3), 413–439 (2010)CrossRefGoogle Scholar
  6. 6.
    Metzger, M.J., Flangin, A.J., Eyal, K., Lemus, D.R., McCann, R.M.: Credibility for the 21st Century: Integrating Perspectives on Source, Message, and Media Credibility in the Contemporary Media Environment. Communication Yearbook 27, 293–335 (2003)CrossRefGoogle Scholar
  7. 7.
    Flanagin, A.J., Metzger, M.J.: Digital Media and Youth: Unparalleled Opportunity and Unprecedented Responsibility. The John D. and Catherine T. MacArthur Foundation Series on Digital media and Learning, pp. 5–27. MIT Press, Cambridge (2008)Google Scholar
  8. 8.
    Rieh, S.Y., Danielson, D.R.: Credibility: A Multidisciplinary Framework. Annual Review of Information Science and Technology 41(1), 307–364 (2007)CrossRefGoogle Scholar
  9. 9.
    Xie, H., Miao, L., Kuo, P.J., Lee, B.Y.: Consumers’ Responses to Ambivalent Online Hotel Reviews: The Role of Perceived Source Credibility and Pre-decisional Disposition. International Journal of Hospitality Management 30(1), 178–183 (2011)CrossRefGoogle Scholar
  10. 10.
    Gretzel, U., Yoo, K.H., Purifoy, M.: Online Travel Review Study: Role and Impact of Online Travel Reviews. Laboratory for Intelligent Systems in Tourism, Texas A&M University (2007)Google Scholar
  11. 11.
    Fragale, A.R., Heath, C.: Evolving Information Credentials: The (mis) Attribution of Believable Facts to Credible Sources. Personality and Social Psychology Bulletin 30(2), 225–236 (2004)CrossRefGoogle Scholar
  12. 12.
    Sidali, K.L., Schulze, H., Spiller, A.: The Impact of Online Reviews on the Choice of Holiday Accommodations. In: Information and Communication Technologies, pp. 87–98. Springer Wien, New York (2009)Google Scholar
  13. 13.
    Yoo, K.H., Lee, Y., Gretzel, U., Fesenmaier, D.R.: Trust in Travel-related Consumer Generated Media. In: Information and Communication Technologies in Tourism, pp. 49–60. Springer, New York (2009)Google Scholar
  14. 14.
    Vermeulen, I.E., Seegers, D.: Tried and Tested: The Impact of Online Hotel Reviews on Consumer Consideration. Tourism Management 30(1), 123–127 (2009)CrossRefGoogle Scholar
  15. 15.
    Hovland, C.I., Janis, I.L., Kelley, H.H.: Communication and Persuasion: Psychological Studies of Opinion Change. Yale University Press, New Haven (1953)Google Scholar
  16. 16.
    Pornpitakpan, C.: The Persuasiveness of Source Credibility: A Critical Review of Five Decades. Journal of Applied Social Psychology 34(2), 243–281 (2004)CrossRefGoogle Scholar
  17. 17.
    Fogg, B.J., Soohoo, C., Danielson, D.R., Marable, L., Stanford, J., Tauber, E.R.: How do Users Evaluate the Credibility of Web Sites? A Study with Over 2,500 Participants. In: Proceedings of the 2003 Conference on Designing for User Experiences, pp. 1–15 (2003)Google Scholar
  18. 18.
    Rieh, S.Y.: Judgment of Information Quality and Cognitive Authority in the Web. Journal of the American Society for Information Science and Technology 53(2), 145–161 (2002)CrossRefGoogle Scholar
  19. 19.
    Metzger, M.J.: Making Sense of Credibility on the Web: Models For Evaluating Online Information and Recommendations for Future Research. Journal of the American Society for Information Science and Technology 58(13), 2078–2091 (2007)CrossRefGoogle Scholar
  20. 20.
    Fogg, B.J., Tseng, H.: The Elements of Computer Credibility. In: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems: the CHI is the Limit, pp. 80–87 (1999)Google Scholar
  21. 21.
    Cho, J., Kwon, K., Park, Y.: Q-rater: A Collaborative Reputation System Based on Source Credibility Theory. Expert Systems with Applications 36(2), 3751–3760 (2009)CrossRefGoogle Scholar
  22. 22.
    Hirsch, J.E.: An Index to Quantify an Individual’s Scientific Research Output. Proceedings of the National academy of Sciences of the United States of America 102(46), 16569 (2005)CrossRefGoogle Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Yuanyuan Wang
    • 1
  • Stephen Chi Fai Chan
    • 1
  • Grace Ngai
    • 1
  • Hong-Va Leong
    • 1
  1. 1.Department of ComputingThe Hong Kong Polytechnic UnivesityKowloonHong Kong, China

Personalised recommendations