• Version
• Download 75
• File Size 467.86 KB
• File Count 1
• Create Date April 22, 2025
• Last Updated April 22, 2025

The Impacts Of Online Customer Reviews On Customer Purchasing Decisions In The Tourism And Hotel Management Industry. A Case SPK Tours And Travel

This study examined the impact of online customer reviews on consumer purchasing decisions within the tourism and
hotel management industry, focusing on SPK Tours and Travel as a case study. Using a quantitative approach and a
correlational research design, the study aimed to assess the relationship between online reviews and consumer decision
making processes. Data was collected through closed-ended questionnaires distributed to a sample of 30 respondents
selected through a combination of probability and non-probability sampling techniques, including simple random
sampling, voluntary sampling, and convenience sampling. The findings revealed a significant positive relationship
between the volume of online reviews and consumer purchasing decisions. Consumers demonstrated a higher likelihood
of choosing services from SPK Tours and Travel based on the number and positivity of reviews available online.
Additionally, the recency of reviews played a crucial role in shaping consumer preferences, with recent feedback
influencing decisions more than older reviews. However, the study also highlighted that while positive reviews had a
strong influence, negative reviews had a deterrent effect, particularly when not addressed in a timely and professional
manner. The results of this study emphasize the importance of managing online reviews effectively, as they significantly
influence consumer behavior in the tourism and hotel management industry. It is recommended that SPK Tours and
Travel, and similar businesses, proactively encourage customers to leave reviews, address negative feedback promptly,
and highlight positive reviews in marketing efforts to build trust and increase customer acquisition. Furthermore, the
study suggests that businesses should invest in tools to monitor and manage reviews regularly to maintain a positive
online reputation and enhance consumer trust.
Keywords: Online customer reviews, consumer purchasing decisions, tourism industry, hotel management,
SPK Tours and Travel, customer behavior, review management, tourism marketing.

Attached Files