This study investigates how travellers adopt information from travel review websites, i.e., Tripadvisor and how online travel reviews influence their intention to visit a tourist attraction. Based on the Information Adoption Model (IAM), a conceptual model was developed and tested using the data obtained from 227 valid respondents.

The tourism sector globally is reaping dividends from an upswing in outbound leisure traffic from emerging economies as their growth rates continue to outpace their developed counterparts. Simultaneously, digital leapfrogging and innovation in these markets is providing further impetus to economic growth and increasing numbers of outbound tourists from BRIC nations.