The impact of online reviews on customer decisions in the hospitality industry
Ghalan, Manish (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025120332316
https://urn.fi/URN:NBN:fi:amk-2025120332316
Tiivistelmä
This thesis examines how online reviews influence customer decisions in the hospitality industry, focusing on hotels and restaurants. As travellers often rely on digital platforms to guide their choices, the study looks at how review content, reviewer credibility, and trust in the platform shape customer perceptions.
Using a qualitative approach, the research found that customers value reviews but remain aware of possible bias. Negative, recent, detailed, and verified reviews were found to have the strongest impact, as they seem more credible and helpful when comparing similar services.
The study highlights the importance for hospitality managers to actively manage their online presence. Responding to feedback and encouraging genuine customer reviews can strengthen trust and improve reputation. These insights help explain how peer feedback guides customer decision-making in today’s digital environment.
Using a qualitative approach, the research found that customers value reviews but remain aware of possible bias. Negative, recent, detailed, and verified reviews were found to have the strongest impact, as they seem more credible and helpful when comparing similar services.
The study highlights the importance for hospitality managers to actively manage their online presence. Responding to feedback and encouraging genuine customer reviews can strengthen trust and improve reputation. These insights help explain how peer feedback guides customer decision-making in today’s digital environment.