Bronner, A. E., & De Hoog, R. (2011). Vacationers and eWOM: Who posts, and why, where and what? Journal of Travel Research, 50, 15-26.

Abstract: Vacationers not only read and use information from the internet during their choice process, but also post information on the Internet. The central questions are, which type of vacationers do post, with which motivations do they post reviews, on which type of site, and what are the message characteristics? These questions are approached in a way that differs from the usual site-centered approach. It is topic-centered and independent of a specific review site, and it focuses on motivations for all vacation sites. The conclusion is that why a vacationer makes a contribution influences the choice of a site to which he or she contributes and what he or she contributes. The main discriminating motivational factor is the one that sets vacationers with a primarily self-directed motivation apart from those with a ore other-directed help motivation. Implications for tourism research and vacation marketing are discussed.
Keywords: eWOM, posting on review sites, motivations for posting on review sites