The Effect Of Hotel Online Reviews On The Booking Intention Of Customers

Abstract

The motivation behind this research is to examine the impact of hotel online reviews have on a customer’s booking intention. The number of hotel bookers that follow online hotel reviews and online bookings are increasing due to the evolution and the expansion of Web 2.0 in the last few decades. This study will talk about the effect of hotel online review volume, expertness, trust and brand familiarity on perceived value and hotel booking intention. Quantitative data was collected through an online questionnaire of 317 respondents from different countries and analyzed via SPSS by using correlation and multiple regression techniques. The results of the research indicate that customer trust, volume of online reviews and expertise have significant and positive impacts on perceived value, which is the mediator that leads to booking intention. On the other hand, we conclude that international hotel brands are not influenced by online reviews and have a negative significant effect on perceived value and a positive significant impact on booking intention. In conclusion, we can say that customers are not influenced by reviews while booking rooms in an international hotel brand.