As well, although this study shows that user-generated reviews have a significant impact on business performance,
we cannot be sure whether all reviews have the same impact. Also, the authenticates of reviews are not considered either It would thus be useful to analyze the different influence or perceived usefulness of different reviews.
Furthermore,the effect of the content of reviews on the performance of hotels merits investigation using web-mining technologies to further understand the impacts of online reviews. Findings of this study were based on the data collected from a website in China.
Therefore, the research findings may not be generalized.
Still, this suggests directions for further research.
Finally, the cross sectional analysis did not reveal time variance characteristics, a panel data analysis in the future would be beneficial to gain more insight into this topic