Cure or Poison? The Impact of Identity Disclosure and Fake Reviews on Customer Intentions in Egyptian Hotels and Travel Agencies

Document Type : Original Article

Authors

1 Tourism Studies Department, Higher Institute of Tourism & Hotels, King Marriott-Alex.

2 Hotel Studies Department, Faculty of Tourism & Hotels, Fayoum University

Abstract

Identity disclosure and fake reviews play a vital role in purchase intention and avoidance intention. The current study aims to investigate the effect of identity disclosure on fake reviews and to examine the mediation effects of positive and negative fake reviews on purchase intention and avoidance intention. A quantitative method was employed, using a survey to collect data from a random sample of relevant managers in Egyptian hotels and travel agencies. Using structural equation modeling (PLS-SEM) via WarpPLS software version 7.0 and SPSS version 22 for data analysis, the results revealed that identity disclosure has negatively affected fake reviews. In addition, positive fake reviews have positively affected purchase intention, while negative fake reviews have positively affected avoidance intention. These findings have empirical implications for policymakers, trip planners, travel marketers, hoteliers, and academics.

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