Reviewer as A Blogger: Complimentary or Exclusive between the Performance of Blogs and User-generated Travel Portal Sites

Abstract

Trip planning has become one of the major online activities in recent years due to the popularity of travel. People could search information about the destinations easily on the travel portal sites by filtering, sorting, searching, and reading the reviews. However, as one of the major sources of the reviewers, the blogger has faced another issue that people prefer to use the travel portal sites instead of reading their long stories to find out their trip solution. The study is expected to help the managers of the travel portal sites improve their performance by identifying the blogger as the reviewer and to help the bloggers know the importance of their reviews on attracting visitors to their own personal travel blogs.