Another study also states that Chinese people don't trust what they read; they trust their friends', relatives', etc. opinion. This is why you don't see wandering Asian tourists - they tend to visit what they know it's going to worth is, based on, well, gossip.

And sadly, I'm leaning towards this myself, finding the amazon 5* reviews more and more useless - although the same goes for most 1* reviews as well, those are mostly angry costumers with a bad luck.