The online reviews that are presented by the clientele of the hospitality companies tend

Running head: IMPACT OF ONLINE REVIEW ON CONSUMER BEHAVIOUR
IMPACT OF ONLINE REVIEW ON CONSUMER BEHAVIOUR
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Author Note

1IMPACT OF ONLINE REVIEW ON CONSUMER BEHAVIOUR
Introduction
The online reviews that are presented by the clientele of the hospitality companies tend to
have a huge impact on the hotel booking decisions that are undertaken by the potential clientele
of the concerned organizations. The following essay sheds light on the influence of the online
reviews on the consumer behavior in terms of the hotel booking decisions that are undertaken by
the potential clientele of the organization. The essay discusses the influence of online reviews on
customer's hotel booking decisions followed by the influence of review reader's perception on
buying decisions. The essay finally ends with a discussion on the credibility of the reviews.
Influence of online reviews on customer's hotel booking decisions
The decisions of the clientele of the hospitality industry in the present days in highly
influenced by the online reviews that are provided by the existing or the past clients. The online
reviews that are presented by the existing and the past clientele of the organization is known to
have been affecting the hotel booking decisions that are undertaken by the new and the potential
clientele of the organization (Tan et al. 2018). The existing clientele of the hotels are known to
have been presenting the reviews on the experiences that they gather during their stay at the
concerned hotels. This in turn help the other visitors and guests develop an idea regarding the
services that are provided by the concerned hotels (Casalo et al. 2015). The proper reviews help
the future clients of the organization in undertaking decisions in terms of the services and the
products that are presented to the clientele of the organization as well. The reviews that are
provided by the clientele who had visited the concerned hotel or the particular hospitality
concern (Chan et al. 2017). The reviews that are provided by the concerned organizational
clientele reveal the ways in which the concerned organization have been treating the clientele as
well as highlights the various features that are necessary for the overall development of the

2IMPACT OF ONLINE REVIEW ON CONSUMER BEHAVIOUR
organization in terms of the increase of the client base of the organization (Tsao et al. 2015).
Thus, it might be stated that the online reviews that are extended by the concerned organizational
clientele helps in undertaking decisions that are necessary for making decisions on the basis of
the experiences that are shared by the people who have been visiting the concerned hospitality
concern (Zhao et al. 2015). This in turn affects the revenues that are earned by the concerned
hospitality concern.
Influence of review reader's perception on buying decisions
The perception of the review reader is another major factor that affects the buying
decisions of the concerned clientele of the organization as well. The majority of the issues that
are highlighted in terms of the buying decisions as are undertaken by the concerned
organizational clients find an origin in the overall understanding and the evaluation of the
reviews that are highlighted by the concerned organization as well (Fang et al. 2016). The
reviews are generally presented by the people who have been at the establishment. These reviews
are majorly based on the experiences that they gather during their stay at the concerned hotels.
This in turn help the other visitors and guests develop an idea regarding the services that are
provided by the concerned hotels (Liu and Park 2015). The proper reviews help the future clients
of the organization in undertaking decisions in terms of the services and the products that are
presented to the clientele of the organization as well. The presentation of the review as well as
the quality of the review tend to develop a proper perception on the part of the review reader as
well (Cheng and Ho 2015). This in turn helps in influencing the various hotel booking decisions
on the part of the review reader (Ballantine and Au Yeung 2015). The perceptions that are
developed by the reader on going through the various reviews as have been demonstrated by the
reviewers help in the overall development of a certain perception within the psyche of the given

3IMPACT OF ONLINE REVIEW ON CONSUMER BEHAVIOUR
readers. This in turn influences the decision-making capabilities of the concerned review readers
as well (Kuan et al. 2015). These influences on the part of the review readers tend to have an
effect on the revenues that are earned by the concerned hotels that are generally reviewed by the
clientele who had visited the place in the past or even during their stay at the concerned hotels.
Credibility of reviews or recommendations
The reviews or the recommendations on the part of the clientele of the organization are
generally observed to be treated as a vital information source for the future clientele as well as
the potential customers of the company in discussion. The credibility of the reviews might be
maintained and certified on the part of the concerned company as well. The credibility of the
reviews can be judged with the help of the highlighting of the reviews that are provided to the
concerned company (Cezar and Ögüt 2016). The existing clientele of the hotels are known to
have been presenting the reviews on the experiences that they gather during their stay at the
concerned hotels. This in turn help the other visitors and guests develop an idea regarding the
services that are provided by the concerned hotels (Lo and Yao 2019). The reviews that are
provided by the concerned organizational clientele reveal the ways in which the concerned
organization have been treating the clientele as well as highlights the various features that are
necessary for the overall development of the organization in terms of the increase of the client
base of the organization (Ladhari and Michaud 2015). Thus, it might be stated that the online
reviews that are extended by the concerned organizational clientele helps in undertaking
decisions that are necessary for making decisions on the basis of the experiences that are shared
by the people who have been visiting the concerned hospitality concern (Casaló et al. 2015). The
credibility of the concerned review as well as the recommendations on the part of the existing
clientele of the hospitality organizations. The reviews that are provided by the actual users tend

4IMPACT OF ONLINE REVIEW ON CONSUMER BEHAVIOUR
to have been highlighting their claims as well as the factors that had led to their happiness and
satisfaction as well (Fong, Lei and Law 2017). The major sign of the authenticity on the part of
the reviewers might at times be found in the pictures that they generally put forth in order to
establish their claim.
Conclusion
In lieu of the above discussion, it might be highlighted that the online reviews that are
provided by the concerned clients of the various hotels and other organizations in the hospitality
are highly influential in the development hotel booking decisions that are undertaken by the
future clientele of the given organization. The perceptions that are developed by the reader on
going through the various reviews as have been demonstrated by the reviewers help in the
overall development of a certain perception within the psyche of the given readers.

5IMPACT OF ONLINE REVIEW ON CONSUMER BEHAVIOUR
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