Factors That Affect The Usefulness Of Scenic Spots Online Reviews

With the rapid development of e-commerce,online reviews are playing an increasingly important role in product sales and consumer purchasing decisions.However,the emergence of a large number of miscellaneous comments has led to a decline in consumer analytical decision-making.It is becoming increasingly important for consumers and businesses to identify useful online reviews,so the usefulness of online reviews has become a hot topic in online reviews.At present,the research on factors that affect the usefulness of online reviews lacked the focus of online reviews on tourism experience products and also the attention to online reviews in scenic spots.In addition,most of the researchers at home and abroad used Yelp and TripAdvisor English tourism website as the data source,studied the usefulness of English tourism products online reviews,and less based on Chinese travel websites to explore the factors that affect the usefulness of tourism products online reviews.This paper was based on probability model and the information acceptance model,referenced and the research status of factors that affect the usefulness of online reviews at home and abroad,combined with domestic tourism website comments section of the interface design,from the two aspects of reviews on the content and the reviewers,trying to build a comprehensive model of factors that affect the usefulness of scenic spots online reviews.Based on ctrip network research data source,this paper used the octopus collector collected12 different huizhou scenic spots,a total of 1252 online reviews data,then using Excel function operation processing data and text analysis,combined with the feature of sample data,after introducing the negative binomial regression methods of econometrics,using stata software to test empirically the research model.The results showed that:(1)Ratings significantly affects the usefulness of scenic spots online reviews,there is a negative linear relationship between reviews' rating and the usefulness of scenic spots reviews,and there is also a quadratic function relation of the ushaped curve,namely low rating scenic spots online reviews' usefulness is higher than high rating and neutral rating scenic spots online reviews' usefulness,at the same time,high rating and low rating scenic spots online reviews' usefulness is higher than neutral rating scenic spots online reviews' usefulness;(2)Reviews' length and the photos number in reviews significantly positive influence on online reviews usefulness of scenic spots,compared with reviews' length,the impact of the photos number in scenic spots online reviews is more significant;(3)Reviews' readability and subjectivity have a significant positive impact on the usefulness of scenic spots online reviews,the impact of reviews' subjectivity is moresignificant than the qualitative factors,such as ratings and comments.(4)Reviewers' identity disclosure and reviewers' reputation has a significant positive influence on the usefulness of online reviews in the scenic spot;(5)the inconsistency of the comment score and the professional degree of the reviewers have no significant influence on the usefulness of online comments.According to the research results,this paper proposed some corresponding management enlightenment from the practical application level for China's tourist attractions and tourism e-commerce websites.