What kind of reviews are useful for tourism consumption decision? --A study of the factors influencing the usefulness of reviews under the multimodel concept

This paper delves into the key factors affecting the usefulness of online reviews, which are subdivided into two categories: heuristic cues and systematic cues. By crawling and analyzing online review data from six popular scenic spots in Xi'an, this paper incorporates the multimodal concept and investigates the effects of six variables, namely, text length, rating, timeliness, whether there are pictures, text sentiment, and consistency between the review text and the picture content on review usefulness, as well as the moderating effect of the anonymous identity of the reviewer. The results show that review text length, rating, timeliness and availability of pictures all have a significant positive effect on review usefulness. At the same time, review text sentiment and consistency between the review text and the picture content had no significant effect on review usefulness. This study expands the research scenario of review usefulness with tourism, fills the problem of insufficient attention to picture variables in previous studies, and provides ideas for optimizing the review recommendation mechanism and the reward mechanism of high-quality reviews on online consumer websites.