Because tourism destinations are difficult to assess in certain standard aspects, the factors that contribute to the helpfulness of reviews remain largely unknown. Moreover, the helpfulness of online reviews has not been explored in terms of the interaction between language style (high- vs. low-cognitive) and attraction type (hedonic vs. utilitarian). Hence, this study examines the impact of language style on the helpfulness of an online review of an attraction, depending on the type of attraction and the meaning of the destination. This study’s data included 8,032 reviews of four attractions (2 hedonic x 2 utilitarian), drawn from TripAdvisor in two different meanings of destinations. Specifically, our findings indicate that when a reviewer posts a utilitarian attraction of the destination, high-cognitive language is perceived to be more helpful. First, we discuss the theoretical contribution of our study using cognitive fit theory, and then provide the study’s managerial implications.

由于在某些标准方面难以评估旅游目的地，因此很大程度上对有助于评估的因素仍然未知。此外，还没有从语言风格（高认知与低认知）和吸引力类型（享乐与功利主义）之间的相互作用方面探讨在线评论的有用性。因此，本研究根据吸引力的类型和目的地的含义，研究语言风格对吸引力在线评论的帮助的影响。这项研究的数据包括来自TripAdvisor的四个景点的4,032条评论（2个享乐主义x 2个功利主义者），其目的地的含义不同。具体而言，我们的发现表明，当审阅者发布目的地的功利吸引力时，高认知语言被认为会更有帮助。