Unmasking review usefulness: How central, peripheral, and product cues shape consumer perception in online travel reviews

This study explores how central cues, peripheral cues, and product-related signals influence the perceived usefulness of online reviews in the tourism sector. Using a large dataset of 1,544,920 reviews from Ctrip.com, the study employs advanced analytical methods, including text mining and zero-inflated negative binomial (ZINB) regression, to test the proposed hypotheses. The research reveals that factors like review valence, readability, length, and images significantly affect review usefulness. Reviewer self-disclosure (e.g., name, location, face visibility) further enhances usefulness by increasing credibility. Readability and scenic popularity moderate the impact of review valence. Negative reviews are more useful when readability is high, while scenic popularity reduces the difference between positive and negative reviews. This study extends theoretical frameworks and offers practical insights for platforms to promote credible, high-quality reviews.