Tourist Loyalty Toward Online Travel Reviews: Examining the Reliability and Validity of Instrument

Abstract

Technology advancement in tourism industry shows an increased interest and was picked up extensively within the research community. Advances over the past ten years in technology have allowed us to evolve from a traditional approach towards the online approach in our daily life activities.  This is a growing and competitive area of research related to online travel review, and it is not only important for acquiring new knowledge about tourist loyalty but also useful for industry’s expectation and assumption. With this issue, this paper attempt to examine the reliability test and validity of instrument on tourist loyalty toward online travel reviews. To date, tourists are increasingly seeking for online travel reviews by viewing travel reviews before making a purchase for accommodation. Moreover, travel reviews are one of the online marketing tools for hotels to monitor customer’s attitudes and make corresponding changes on how they deliver their best service in the future. There has been an increased recognition that more attention needs to be paid to this area of study. Thus, this study provides overall support for the proposed instruments for further research as the measuring instruments used in this study are reliable, and the data are proven by rational normal.