The present study investigates the impact of social and technological cues in user-generated contents and reviewer’s profile in a travel recommendation system context, and its impact on perceived credibility and intention to reserve a product (i.e., hotel room and tourism services). First, Through the Dual-Process Theory (DPT) we investigate two processes normative and informative influence, from which we derive respectively two variables: review valence (i.e., positive vs negative reviews) and reviewer credibility (i.e., personal information and ranking), and review consistency and review rating (i.e., helpful vote system); and whether those processes influence perceived credibility and booking intention. Then, with the Communication Accommodation Theory (CAT), we demonstrate whether code-switching and its sociolinguistics aspects can moderate the relationship between the previous variables (i.e., review consistency, review rating, review valence and reviewer credibility) and perceived credibility and influence booking intention. We focus on travel reviews from TripAdvisor and this study’s respondents are bilingual with English proficiency as either first or second language. This present paper is inspired by previous researches on eWOM and we developed an experimental design to test our model to confirm the impact of eWOM on perceived credibility and moderating effect of language switching.

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