Does Online Review Variation and Online Review Recommendations Effect Tourist Behaviour? The Instrument validation

Abstract

The modernization of technology, particularly in the hospitality and tourism industry, has motivated the tourist to change their style in daily life; from the traditional style to the online style in travel decision. Yet, travellers are gradually looking for travel reviews online by looking at travel reviews before making any booking on the tour packages. Therefore, this study aims to examine the reliability and validity tests of review variation and review recommendations on tourist behaviour. Around 100 questionnaires were distributed amongst the tourist in Kuala Lumpur area to validate the measurement instrument for this study. Hence, 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.