The Influence of Online Reviews on Purchase Decisions of Consumers with Special Reference to Hotel Industry

Abstract

Online reviews play a crucial role in determining the success of a product or service. Likewise, online reviews have a significant impact on the hotel business. It serves as a promotional instrument for the property. Many individuals rely on online evaluations when making hotel reservations. In order to obtain necessary information, they must consider both qualitative and quantitative reviews. This study was done to examine the impact of online reviews on purchase decisions and analyse the elements that influence customer purchasing decisions through online reviews, given the growing significance of online reviews. Following the completion of the investigation, three components were identified and emphasised: Informative reviews, Attractiveness of reviews, Usefulness of reviews. The objective of this study is to enhance comprehension of the effects that online evaluations have on consumer behaviour and their choices to actively choose and buy services from various hotels. This study investigates the determinants of the influence of online reviews, the function of online review platforms, the reliability of reviews, and the potential consequences for hotel managers. Hotel management may optimise their marketing strategy and increase the visitor experience by comprehending the impact of internet reviews.