The influence of online customer review on hotel booking intention in the hotel industry

The main objective of this study is to identify the influence factors of online customer reviews and the factor that effect of online customer reviews on hotel booking in the hotel industry. The researchers use secondary data to obtain related literature and information accordingly to achieve the two of objectives of this study. For research design, an argumentative design has been applied in this study to identify the factors and to evaluate the factor that effect of online customer reviews on hotel booking intention in the hotel industry. Journal, website and article were used to collect the data and analyze the factors and factor that effect of online customer reviews on hotel booking intention in the hotel industry. The findings will later be implemented as a model for an online customer review to improve competitiveness attributes on hotel booking intention in the hotel industry. Moreover, the findings show that the positive, negative and trust gave effects on online customer reviews for hotel booking intention in the hotel industry, practically and academically. This study will benefit the hotel industry to increase hotel booking as well as benefit other researchers to be used as a reference in the future.