The Mediating Role of Perceived Value in the Influence of Online Consumer Reviews on Destination Brand Loyalty


  • Murat ÖDEMİŞ



Online consumer reviews, Destination brand loyalty, Perceived value, Istanbul


Information technologies are rapidly showing their effect in the tourism industry as well as in every field. Online platforms have become a significant channel where consumers frequently share their consumption experiences and take them into account in their destination preferences. If managed effectively by destinations, it can become an effective tool in shaping consumer perception and brand loyalty. According to this, it is aimed to detect whether perceived value (PV) has a mediating role in the influence of online consumer reviews (OCRs) on destination brand loyalty (DBL) in the research. The sample of the research comprises of 315 attendants who visit Istanbul for touristic purposes. Research data were collected with the survey data gathering tool. After testing the data obtained from the attendants in terms of normality, reliability and construct validity, the relationships between the variables were investigated by correlation analysis. In the last stage, the hypotheses of the research were tested with simple linear regression and hierarchical regression analysis. Consequently, the basis hypothesis (H4) of the research, "the mediating role of PV in the influence of OCRs on DBL" were accepted with full mediation influence, and also accepted other hypotheses of research (H1, H2 and H3).


Alegre, J., & Juaneda, C. (2006). Destination loyalty: Consumers’ economic behavior. Annals of Tourism Research, 33(3), 684-706.

Almohaimmeed, B. M. A. (2019). The effects of social media marketing antecedents on social media marketing, brand loyalty and purchase intention: A costumer perspective. Journal of Business and Retail Management Research, 13(4), 146-157.

Anderson, T. W., & Rubin, H. (1956). Statistical inference in factor analysis. In J. Neyman (Ed.) (1956). Proceedings of the third berkeley symposium on mathematical statistics and probability. Berkeley: University of California Press, 111-150.

Back, K. J., & Parks, S. C. (2003). A brand loyalty model involving cognitive, affective, and conative brand loyalty and customer satisfaction. Journal of Hospitality and Tourism Research, 27(4), 419-435.

Bae, S., & Lee, T. (2011). Gender differences in consumers’ perception of online consumer reviews. Electron Commerce Research, 11(2), 201-214.

Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation y. Procedia-Social and Behavioral Sciences, 148(2014), 177-185.

Bevan-Dye, A. L. (2019). Influence of perceived usefulness and credibility on South African generation y students’ perceived value of online consumer reviews. International Journal of Innovation, Creativity and Change, 5(2), 679-696.

Bianchi, C., & Pike, S. (2011). Antecedents of destination brand loyalty for a long-haul market: Australia’s destination loyalty Chilean travelers. Journal of Travel and Tourism Marketing, 28(7), 736-750.

Bryman, A., & Cramer, D. (2001). Quantitative data analysis with SPSS release on for windows. London: Routledge.

Brzozowska-Wos, M., & Schivinski, B. (2019). The effect of online reviews on consumer-based brand equity: Case-study of the polish restaurant sector. Central European Management Journal, 27(3), 2-27.

Bsheer, E., Amin, A., Al-Majali, M. M., & Al-Dmour, R. H. (2020). Influence of online hotel consumer review sites on hotel visitors’ behavioural intentions in Jordan. Jordan Journal of Business Administration, 16(2), 385-409.

Büyüköztürk, Ş. (2015). Sosyal bilimler için veri analiz kitabı: İstatistik, araştırma deseni, spss uygulamaları ve yorum. Ankara: Pegem Akademi.

Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36(2014), 41-51.

Chan, I. C. C., Lam, L. W., Chow, C. W. C., Fong, L. H. N., & Law, R. (2017). The effect of online reviews on hotel booking intention: The role of reader-reviewer similarity. International Journal of Hospitality Management, 66(2017), 54-65.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.

Cheng, Y. H., & Ho, H. Y. (2015). Social influence’s impact on reader perceptions of online reviews. Journal of Business Research, 68, 883-887.

Cleff, T., Walter, N., & Xie, J. (2018). The effect of online brand experience on brand loyalty: A web of emotions. The IUP Journal of Brand Management, 15(1), 8-24.

Danish, R., Hafeez, S., Ali, H. F., Shahid, R., & Nadeem, K. (2019). Impact of online consumer reviews on hotel booking intentions: The case of Pakistan. European Scientific Journal, 15(7), 144-159.

Dhahak, K., & Huseynov, F. (2020). The impact of online consumer reviews (ocr) on online consumers’ purchase intention. Journal of Business Research, 12(2), 990-1005.

El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322-332.

Erdil, M. (2014). Online tüketici yorumlarının tüketici satın alma davranışı üzerine etkileri, Unpublished Doctoral Thesis, Istanbul University Institute of Social Sciences Department of Business Administration, Istanbul.

Erdinç, N. (2019). Algılanan değer ve marka sadakati arasındaki ilişkide sosyal medya yorumlarının aracılık etkisi, Unpublished Master Thesis, Balikesir University Institute of Social Sciences Department of International Trade and Marketing, Balıkesir.

Erkan, I., & Elwalda, A. (2018). Your comments are important to me! The impacts of online costumer reviews in shopping websites. International Journal of Internet Marketing and Advertising, 12(1), 1-18.

Eroğlu, A. (2017). Çok değişkenli istatistik tekniklerin varsayımları. In Ş. Kalaycı (Ed.) (2017). SPSS uygulamalı çok değişkenli istatistik teknikleri. Ankara: Dinamik Akademi, 207-233.

Fang, B., Ye, Q., Kucukusta, D., & Law, R. (2016). Analysis of the perceived value of online tourism reviews: Influence of readability and reviewer characteristics. Tourism Management, 52, 498-506.

Gommans, M., Krishnan, K. S., & Scheffold, K. B. (2001). From brand loyalty to e-loyalty: A conceptual framework. Journal of Economics and Social Research, 3(1), 43-58.

Güler, Y. C., & Huseynov, F. (2021). The impact of online consumer reviews on online hotel booking intention. Journal of Business Research, 13(3), 2634-2652.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective. New Jersey: Pearson Prentice Hall.

Helversen, B. V., Abramczuk, K., Kopec, W., & Nielek, R. (2018). Influence of consumer reviews on online purchasing decisions in older and younger adults. Decision Support Systems, 113(2018), 1-10.

Huang, M., & Pape, A. D. (2020). The impact of online consumer reviews on online sales: The cases-based decision theory approach. Journal of Consumer Policy, 43(3), 463-490.

Hur, W. M., Ahn, K. H., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194-1213.

Ibrahim, B. (2021). The nexus between social media marketing activities and brand loyalty in hotel facebook pages: A multi-group analysis of hotel ratings. Tourism: An International Interdisciplinary Journal, 69(2), 228-245.

Kayış, A. (2017). Güvenilirlik analizi (relability analysis). In Ş. Kalaycı (Ed.) (2017). SPSS uygulamalı çok değişkenli istatistik teknikleri. Ankara: Dinamik Akademi, 403-419.

Kim, E. E., & Lee, C. H. (2015). How do consumers process online hotel reviews? The effects of eWOM consensus and sequence. Journal of Hospitality and Tourism Technology, 6(2), 113-126.

Kim, K. H., & Park, D. B. (2017). Relationships among perceived value, satisfaction, and loyalty: Community-based ecotourism in Korea. Journal of Travel and Tourism Marketing, 34(2), 171-191.

Kim, M., & Thapa, B. (2018). The influence of self-congruity, perceived value, and satisfaction on destination loyalty: A case study of the Korean dmz. Journal of Heritage Tourism, 13(3), 224-236.

Kim, W. G., Li, J. J., & Brymer, R. A. (2016). The impact of social media reviews on restaurant performance: The moderating role of excellence certificate. International of Hospitality Management, 55(2016), 41-51.

Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25(4), 887-896.

Lau, G. T., & Lee, S. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market Focused Management, 4(4), 341-370.

Lee, J., Park, D. H., & Han, I. (2008). The effective of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research & Applications, 7(3), 341-352.

Lee, M., Jeong, M., & Lee, J. (2017). Roles of negative emotions in customers’ perceived helpfulness of hotel reviews on a user-generated review website: A text mining approach. International Journal of Contemporary Hospitality Management, 29(2), 762-783.

Li, J. (2021). Impact of tourists’ perceived value on brand loyalty: A case study of xixi national wetland park. Asia Pacific Journal of Tourism Research, 26(3), 262-276.

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management.

Tourism Management, 29(3), 458-468.

Luo, Y., & Ye, Q. (2019). The effects of online reviews, perceived value, and gender on continuance intention to use international online outshopping website: An elaboration likelihood model perspective. Journal of International Consumer Marketing, 31(3), 250-269.

MacCallum, R. C., Widaman, K. F., Zhang, S., & Hong, S. (1999). Sample size in factor analysis. Psyhological Methods, 4(1), 84-99.

Mellens, M., Dekimpe, M. G., & Steenkamp, J. B. E. M. (1996). A review of brand-loyalty measures in marketing. Tijdschrift voor Economie en Management, 41(4), 507-533.

Menendez, A. R., Correia, M. B., Matos, N., & Adap, C. (2020). Understanding online consumer behavior and eWOM strategies for sustainable business management in the tourism industry. Sustainability, 12(21), 8972.

Oppermann, M. (2000). Tourism destination loyalty. Journal of Travel Research, 39(1), 78-84.

Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(2008), 399-410.

Park, S., & Chen, J. L. (2017). Spill-over effects of online consumer reviews in the hotel industry. In R. Schegg & B. Stangl (Eds.) (2017). Information and communication technologies in tourism 2017. Cham: Springer, 115-127.

Park, S., & Nicolau, J. L. (2015). Asymmetric effects of online consumer reviews. Annals of Tourism Research, 50, 67-83.

Petrick, J. F. (2002). Development of a multi-dimensional scale for measuring the perceived value of a service. Journal of Leisure Research, 34(2), 119-134.

Philips, P., Barnes, S., Zigan, K., & Schegg, R. (2017). Understanding the impact of online reviews on hotel performance: An empirical analysis. Journal of Travel Research, 56(2), 235-249.

Philips, P., Zigan, K., Silva, M. M. S., & Schegg, R. (2015). The interactive effects of online reviews on the determinants of swiss hotel performance: A neural network analysis. Tourism Management, 50, 130-141.

Prebensen, N. K., Woo, E., Chen, J. S., & Uysal, M. (2012). Motivation and involvement as antecedents of the perceived value of the destination experience. Journal of Travel Research, 52(2), 253-264.

Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality relationships. Journal of Brand Management, 21(7), 664-683.

Ramseook-Munhurrun, P., Seebaluck, V. N., & Naidoo, P. (2015). Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty: Case of Mauritius. Procedia-Social and Behavioral Sciences, 175, 252-259.

Ren, L., Zhang, H. Q., & Ye, B. H. (2015). Understanding customer satisfaction with budget hotels through online comments: Evidence from home inns in China. Journal of Quality Assurance in Hospitality and Tourism, 16(1), 45-62.

Roig, J. C. F., Gacia, J. S., Tena, M. A. M., & Monzonis, J. L. (2006). Customer perceived value in banking services. International Journal of Bank Marketing, 24(5), 266-283.

Sánchez, J., Callarisa, L., Rodríguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394-409.

Sato, S., Gipson, C., Todd, S., & Harada, M. (2018). The relationship between sport tourists’ perceived value and destination loyalty: An experience-use history segmentation approach. Journal of Sport and Tourism, 22(2), 173-186.

Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of Psychological Research Online 2003, 8(2), 23-74.

Schuckert, M., Liu, X., & Law, R. (2015). Hospitality and tourism online reviews: Recent trends and future directions. Journal of Travel and Tourism Marketing, 32(5), 608-621.

Sharifi, S. (2019). Examining the impacts of positive and negative online consumer reviews on behavioral intentions: Role of need for cognitive closure and satisfaction guarantees. Journal of Hospitality Marketing and Management, 28(4), 397-426.

Sharma, S. (1996). Applied multivariate techniques. Newyork: John Wiley & Sons. Inc.

Spreng, R. A., Dixon, A. L., & Olshavsky, R. W. (1993). The impact of perceived value on consumer satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 6, 50-55.

Stevens, J. L., Spaid, B. I., Breazeale, M., & Jones, C. L. E. (2018). Timeliness, transparency, and trust: A framework for managing online customer complaints. Business Horizons, 61(3), 375-384.

Suttikin, C., & Meeprom, S. (2021). Examining the effect of perceived quality of authentic souvenir product, perceived value, and satisfaction on consumer loyalty. Cogent Business and Management, 8(1), 1-19.

Sweeney, J., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.

Tavşancıl, E. (2018). Tutumların ölçülmesi ve spss ile veri analizi. Ankara: Nobel Akademik Yayıncılık.

Tepeci, M. (1999). Increasing brand loyalty in the hospitality industry. International Journal of Contemporary Hospitality, 11(5), 223-229.

Torres, E. N., Singh, D., & Robertson-Ring, A. (2015). Consumer reviews and the creation of booking transaction value: Lessons from the hotel industry. International Journal of Hospitality Management, 50(2015), 77-83.

Tsao, W. C., & Hsieh, M. T. (2015). eWOM persuasiveness: Do eWOM platforms and product type matter?. Electron Commerce Research, 15(4), 509-541.

Tseng, T. H., Chang, S. H., Wang, Y. M., Wang, Y. S., & Lin, S. J. (2021). An empirical investigation of the longitudinal effect of online consumer reviews on hotel accommodation performance. Sustainability, 13(1), 193.

Wahyono, B. W., & Wijaya, A. P. (2020). The role of perceived value on tourist loyalty: Case study on nature tourism in Indonesia. Paper presented at the 3rd International Conference on Economics, Business and Economic Education Science, ICE-BEES 2020, 22th-23th July 2020, Semarang, Indonesia.

Wang, B., Yang, Z., Han, F., & Shi, H. (2016). Road trip in China: The mediation effect of perceived value and tourist satisfaction on the relationship between destination image and loyalty. Retrieved from (Accessed on 12.08.2022).

Wang, S., Cunningham, N. R., & Eastin, M. S. (2015). The impact of eWOM message characteristics on the perceived effectiveness of online consumer reviews. Journal of Interactive Advertising, 15(2), 151-159.

Wernerfelt, B. (1991). Brand loyalty and market equilibrium. Marketing Science, 10(3), 229-245.

Willis, M. (2021). Online brand communities and brand loyalty: Toward a social influence theory. In W. Ozuem &

S. Ranfagni (Eds.). (2021). The art of digital marketing for fashion and luxury brands: Marketspaces and marketplaces. Cham: Palgrave Macmillan, 153-177.

Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139-153.

Xie, K. L., Chen, C., & Wu, S. (2016). Online consumer review factors affecting offline hotel popularity: Evidence from tripadvisor. Journal of Travel and Tourism Marketing, 33(2), 211-223.

Xie, K. L., So, K. K. F., & Wang, W. (2017). Joint effects of management responses and online reviews on hotel financial performance: A data-analytics approach. International Journal of Hospitality Management, 62(2017), 101-110.

Xie, K. L., Zhang, Z., & Zhang, Z. (2014). The business value of online consumer reviews and management response to hotel performance. International Journal of Hospitality Management, 43, 1-12.

Xu, X. (2021). Closed-form evaluations and open-ended comment options: How do they affect customer online review behavior and reflect satisfaction with hotel?. Decision Support Systems, 145(2021), 113525.

Yan, X., Wang, J., & Chau, M. (2015). Costumer revisit intention to restaurants: Evidence from online reviews. Information Systems Frontiers, 17(3), 645-657.

Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21(1), 799-822.

Yaylı, A., & Bayram, M. (2012). E-WOM: The effects of online consumer reviews on purchasing decisions. International Journal of Internet Marketing and Advertising, 7(1), 51-64.

Yükselen, C. (2003). Pazarlama araştırmaları. Ankara: Detay Yayıncılık.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.

Zeng, G., Cao, W., Lin, Z., & Xiao, S. H. (2020). When online reviews meet virtual reality: Effects on consumer hotel booking. Annals of Tourism Research, 81(2020), 102860.

Zhang, J. J. & Mao, Z. (2012). Image of all hotel scales on travel blogs: Its impact on costumer loyalty. Journal of Hospitality Marketing and Management, 21(2), 113-131.

Zhao, X. R., Wang, L., Guo, X., & Law, R. (2015). The influence of online reviews to online hotel booking intentions. International Journal of Contemporary Hospitality, 27(6), 1343-1364.

Zheng, T., Schrier, T. R., & Millar, M. (2008). An analysis of online customer complaints in multiple sectors of the hotel industry. Paper presented at the 13th Annual Graduate Education and Student Research Conference in Hospitality and Tourism, Orlando, Florida.



How to Cite

ÖDEMİŞ, M. (2023). The Mediating Role of Perceived Value in the Influence of Online Consumer Reviews on Destination Brand Loyalty. Journal of Tourism & Gastronomy Studies, 11(1), 20–46.