Impact of Online Reviews on Hotel Booking Decisions

Abstract

The hospitality industry has undergone a paradigm shift with the ubiquity of online platforms facilitating user-generated reviews. This research investigates the profound impact of online reviews on hotel booking decisions. In an era where consumers increasingly rely on digital platforms to inform their choices, understanding the dynamics of online reviews becomes imperative for hoteliers. The study employs a mixed-methods approach, combining quantitative analysis of online review data with qualitative insights from consumer surveys. Key objectives include assessing the influence of review ratings, the significance of review content, and the role of management responses in shaping consumer perceptions. The research aims to provide actionable insights for hotel managers to enhance their online reputation and strategic decision-making. By comprehensively exploring the multifaceted relationship between online reviews and hotel bookings, this study contributes to industry practices, offering valuable implications for marketing strategies and customer relationship management in the hospitality sector.