| 摘要 | 第1-6页 |
| ABSTRACT | 第6-11页 |
| Chapter 1 INTRODUCTION | 第11-17页 |
| ·Introduction of the chapter | 第11页 |
| ·Research background and significance | 第11-14页 |
| ·Statement of the problem | 第14-15页 |
| ·The research objectives | 第15页 |
| ·Research questions | 第15-16页 |
| ·The scope of the study | 第16页 |
| ·Organization of the study | 第16-17页 |
| Chapter 2 LITERATURE REVIEW | 第17-26页 |
| ·Introduction of the chapter | 第17页 |
| ·The history of online hotel reviews | 第17-18页 |
| ·Online reviews and its relevance | 第18-20页 |
| ·Review generating sources | 第20-22页 |
| ·User generated reviews | 第20-21页 |
| ·Experts generated reviews/professional reviews | 第21-22页 |
| ·User generated reviews versus experts' generated reviews | 第22页 |
| ·Review intensity/quantity of comments | 第22-23页 |
| ·The demographic variables | 第23-26页 |
| Chapter 3 RESEARCH METHODOLOGY | 第26-32页 |
| ·Introduction of the chapter | 第26页 |
| ·Research design,population and sampling procedure | 第26-27页 |
| ·Data collection and analysis | 第27页 |
| ·Definition of variables, research hypotheses and data analysis techniques | 第27-29页 |
| ·Reliability test | 第29-31页 |
| ·Limitations of the study | 第31-32页 |
| Chapter 4 RESEARCH FINDINGS, DATA PRESENTATION AND ANALYSIS | 第32-51页 |
| ·Introduction of the chapter | 第32页 |
| ·The demographic profile of the respondents | 第32-39页 |
| ·Testing the hypotheses | 第39-51页 |
| ·Analysis of the relationship between the demographic variables and the reading frequency of the travelers' reviews using the multiple regression model | 第41-43页 |
| ·Analysis of the relationship between demographic variables and reading frequency of the experts' reviews using the multiple regression model | 第43-46页 |
| ·Analysis of the relationship between the demographic variable and the reading intensity of the travelers' reviews | 第46-50页 |
| ·Analysis of the relationship between the demographic variable and the reading intensity of the experts' reviews | 第50-51页 |
| Chapter 5 DISCUSSION, CONCLUSION, RECOMMENDATIONS AND THE DIRECTION FORFUTURE RESEARCH | 第51-56页 |
| ·Introduction of the chapter | 第51页 |
| ·Discussion of the findings | 第51-53页 |
| ·Conclusion | 第53-54页 |
| ·Managerial implications and recommendations | 第54页 |
| ·Direction for the future research | 第54-56页 |
| BIBILIOGRAPHY | 第56-65页 |
| Appendix1: Questionnaire | 第65-71页 |
| Appendix2: List of Abbreviations | 第71-72页 |
| Appendix3: Acknowledgement | 第72-73页 |
| Appendix4: Dedication | 第73页 |
