How Do Olfactory Cues in Online Reviews Affect Tourists' Travel Intentions? An Exploration Based on the S‐O‐R Framework

ABSTRACT Based on the stimulus–organism–response framework, we propose a theoretical model of the effect of olfactory text cue volume in online reviews on tourists' travel intentions, and verify the relevant hypotheses using a situational questionnaire. The following results were obtained. (1) Negative online reviews with more olfactory text cues elicit better mental imagery processing and perceived usefulness among tourists than positive reviews. The effect of fewer olfactory text cues in reviews on tourists' mental imagery processing and perceived usefulness is not affected by review valence. (2) Reviews with fewer olfactory text cues are more useful for promotion‐focused tourists; conversely, reviews with more olfactory text cues are more useful for prevention‐focused tourists. (3) Mental imagery processing and perceived usefulness play a suppressing and mediating role in the effect of olfactory text cue volume on travel intentions.