6. Implications
The main theoretical implication of this research relates to
filling in the knowledge gap of the influence of online user-generated
reviews on business performance (online sales) in the tourism
industry. The intangible nature of tourism products makes it diffi-
cult to evaluate before consumption, and it has long been recognized
that interpersonal communications are an important
information source among tourists (Litvin et al., 2008). With the
spread of the Internet, virtual interactions among consumers have