The influence of third party website online reviews on hotel online booking intention

• Published in: Heritage, Culture and Society: Research agenda and best practices in the hospitality and tourism industry - Proceedings of the 3rd International Hospitality and Tourism Conference, IHTC 2016 and 2nd International Seminar on Tourism, ISOT 2016
• Main Author: Zamri M.T.; Sulaiman S.A.N.; Rashidi M.M.M.; Azizan M.A.; Jamin A.; Akhuan N.M.; Wasilan N.H.M.
• Format: Conference paper
• Language: English
• Published: CRC Press/Balkema 2016
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85016205687&partnerID=40&md5=c78ad8a032680fcdba658d0cac6bcd6e

This study investigated the influence of third party website online reviews on hotel online booking intention in Malaysia central region including Kuala Lumpur, Selangor and Putrajaya. Besides, the most aggregable third party website online review attributes also were determined. Questionnaires were used to obtain the aforementioned objective from hotel guests who are familiar with hotel third party websites. The result shows that the third party website online reviews does influence the hotel online booking intention. Besides, the study found that the volume of online reviews is the most influential factor on booking intention. From this study, it provides further understanding on the emerging behavior of travelers who tremendously rely on online travel community to influence their purchase decision. © 2016 Taylor & Francis Group, London.