Impact of Review Content on the Booking Behavior of Digital Natives
In the age of digitalization, the internet has become a platform where consumers actively participate and share their views and experiences openly. User Generated Content (UCG) shapes e-commerce, travel, and many other industries because consumers willingly and frequently communicate and express their opinions with companies through their reviews. In the tourism industry and hospitality sector, reviews rate the performance and quality of a hotel to an extent where they can affect bookings, revenue, and overall success - both positively as well as negatively. A TrustYou study showed that hotels with higher review ratings are 3.9 times more likely to get booked compared to hotels with lower ratings when price is consistent. Guests have become multiplicators in the travel industry and hotels need to adapt strategies that reflect this change of online behavior. Travelers’ communication with service providers can happen in various ways, such as opinions, images, or mutual commenting.