There elements of online information search and review

There is wide agreement (sciencedirect, 2010) that with the
advance of technology (especially the Internet) the information sources
available to prospective consumers have grown. For many consumers of tourism or
hospitality product a review of what is being ‘said’ in cyber space forms part
of the information collection process when selecting a product. This means
there is a growing need to understand how various elements of online
information search and review influence consumer behaviour (Seggers, 2009) especially the propensity to book a
hotel room. Related to willingness to book is whether or not a potential
consumer forms a view that the hotel can be trusted. (Sichtmann, 2007)  found that trust in a firm positively affects
purchase intentions. As previous researchers (e.g. Sichtmann,
2007) note,
marketers often want to reduce potential consumer uncertainly associated with
purchasing a product. To do so firms often attempt to build trust in their
product.

(Sirdeshmukh, 2002) defines consumer
trust as the expectation that a firm is dependable and will deliver on its
promises. (Wang, 2005) reviewed
the concept of trust in the online purchase space used by companies selling goods
or services. They argue that trust is one of the most important factors in
determining whether people will purchase online. While trust can be influenced
by the broader context such as the industry itself or by firm level website
design features, it is often the actions of the frontline employee and the firm
itself which has the most impact on building trust (Grayson, 2008). Consumer
satisfaction in previous interactions with frontline service staff influences
cognitive trust, which is consumer confidence or willingness to trust the
service provider in the future (Johnson, 2005). Consumer reviews, found on travel and
hospitality online communities, provide customers with vicarious access to
prior service experience on which they can base their belief or trust that a
firm will deliver quality service. (Chen, 2008) also argues
that potential consumers use online consumer reviews as one way to reduce risk
and uncertainty in the purchase situation. The reviews and recommendations of
other customers can assist in determining whether to trust the hotel under
consideration. This study investigates how a range of factors could be causally
linked to two key evaluations: likelihood of purchase and trust in the target
entity. As mentioned, there is a range of potential influencing factors but
some that are of practical and theoretical importance include the content or
target of reviews, the overall tone or valence of the reviews (as a
collection), the framing of the review set (what is read first) and easy-to-process
peripheral information such as consumer generated numerical ratings