Impact of Online Reviews on Online Hotel Booking Intentions

To explore the impact of online reviews on hotel booking intentions, this study reviews relevant literature studies, designs a measurement scale, and issues questionnaires for investigation. A total of 234 questionnaires were issued, 205 questionnaires were usable. The survey response rate was 87.60%. Then, the descriptive analysis, validity analysis, reliability analysis, and regression analysis were conducted on the data through statistical software SPSS19.0. The results show that online reviews have a significant positive effect on hotel booking intentions. It is expected that this study can enrich relevant studies and provide practical value and guiding significance to hotel owners under the background of Internet+.