The Impact of Online Reviews on Hotel Bookings

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INTRODUCTION is a travel website providing directory information and reviews of travel related content. Online reviews now shape the way travellers and international tourists choose hotel accommodation and plan for holiday destinations. Many consumers consult online trip advisor reviews before making travel and accommodation choices in hotels. However, Racherla, Cornolly & Christodoulidou, (2013: 135) argued that, existing academic understanding of these popular information sources in the tourism and hospitality domain is relatively weak. Likewise, Vermeulen & Seegers, (2009:123) acknowledged that, many consumers consult online reviews before making travel arrangements, yet, little is known about the impact of these reviews on consumer decision making. Hence, there is no contradiction that reviews are a powerful and significant part of the travel planning experience. Therefore, this research aims to explore the effects of hotel trip advisor reviews on international tourist booking intentions and perception of trust of 5 star luxurious hotels of Cape Town South Africa

The researcher will be targeting international tourist and she will be focusing on following 5 star luxurious hotels of the city of Cape Town. Namely, Table Bay, Cape Grace, One & Only and Taj hotels. Trip advisor consumer generated reviews impact both positively and negatively on global tourist booking intentions in hotels in Cape Town. Ye, Law & Gu, (2009:181) put forward that, online user reviews have an important impact on hotel bookings.

Trip Advisor has been studied from various perspectives including examining whether Trip Advisor reviews are reliable or not. Yet no research has been conducted to examine the impacts of the trip advisor revie...

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