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Bulletin of Culinary Art and Hospitality

Abstract

In the contemporary era, travelers are increasingly inclined to prioritize peer reviews when making decisions regarding tourism products and services, rather than on information provided by businesses. With the advancement of communication technologies such as the Internet, a vast pool of opinions on hotels, tourism destinations, and travel services from a customer perspective is now accessible online. As online reviews become a primary source of information for travelers evaluating the quality of hospitality services, only hoteliers who leverage online reviews can capture the attention of travelers who rely on digital channels for information gathering. However, the impact of positive online consumer ratings on a traveler's purchasing choices remains unclear. Accordingly, this study examines the importance of customer online reviews on hotel websites for travelers in Kedah. The study focused on three main criteria: customer satisfaction with the service or product, the volume of reviews, and reviews from loyal customers. Both random sampling and quantitative methods were employed, with 119 survey responses collected via questionnaires from Kedah residents who have booked a hotel online. The data were analyzed using the Statistical Package for Social Sciences (SPSS) software. The results of the study indicate a significant relationship between customer satisfaction with the service or product and trust in the volume of reviews. In contrast, reviews from loyal customers showed an insignificant relationship with customers’ reliance on online reviews. These findings provide valuable information for increasing customer confidence in purchasing decisions based on online reviews. Implications and recommendations are also provided for future studies.

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