UNPACKING THE INFLUENCE OF TRAVELOKA REVIEWS ON CONSUMER ACCOMMODATION CHOICES: HOW ONLINE FEEDBACK SHAPES TRAVEL DECISIONS
DOI:
https://doi.org/10.31004/jrpp.v8i1.37475Keywords:
Online Review Credibility, Consumer Decision-Making, Accommodation Choices, Booking DecisionsAbstract
In the digital era, online reviews have become pivotal in consumer decision-making, particularly in tourism and hospitality. This study examines the influence of online reviews on Traveloka, a leading online travel platform, in shaping consumer choices for accommodation. By analyzing user-generated content, ratings, and comments, this research aims to understand how review credibility, rating scores, and reviewer expertise impact consumers' trust and final booking. The target population for this study comprises individuals who have booked accommodations through Traveloka within the past year. A purposive sampling method ensures the respondents have relevant and direct experience with the platform. Based on the Krejcie-Morgan table for determining sample sizes, a target of 100 respondents is set to ensure the results are statistically significant, and generalizable findings reveal that high ratings, detailed feedback, and verified reviews significantly influence consumer trust, leading to a higher likelihood of booking. Moreover, the study highlights that negative reviews, while potentially deterring, also play a role in establishing the authenticity of positive feedback, thereby strengthening overall consumer confidence. This research underscores the importance of managing online reviews and provides valuable insights for hospitality businesses aiming to enhance their reputation and attract potential customers through effective review management.References
Abdulkareem, F., Ahmed, A., Alem, A., Mohammed, M., Shuai, M., Ahmed, F., Mohammed, A., & Song, Y. (2019). The Impact Of Social Media Engagement On Customer Loyalty : Mediation Influence Of Positive E-WOM On Agritourism Green Hotels The Impact Of Social Media In Tourism Marketing View Project Marketing View Project THE IMPACT OF SOCIAL MEDIA ENGAGEMENT ON CUST. February 2020. Http://Dx.Doi.Org/10.26739/2573-5616-2019-10-6
Alcántara-Pilar, J. M., Blanco-Encomienda, F. J., Armenski, T., & Del Barrio-García, S. (2018). The Antecedent Role Of Online Satisfaction, Perceived Risk Online, And Perceived Website Usability On The Affect Towards Travel Destinations. Journal Of Destination Marketing And Management, 9(September 2017), 20–35. Https://Doi.Org/10.1016/J.Jdmm.2017.09.005
Allard, T., Dunn, L. H., & White, K. (2020). Negative Reviews, Positive Impact: Consumer Empathetic Responding To Unfair Word Of Mouth. Journal Of Marketing, 84(4), 86–108. Https://Doi.Org/10.1177/0022242920924389
Amin, M. E. K. (2020). Establishing Trustworthiness And Authenticity In Qualitative Pharmacy Research. In Research In Social And Administrative Pharmacy (Vol. 16, Issue 10, Pp. 1472–1482). Https://Doi.Org/10.1016/J.Sapharm.2020.02.005
Anaya-Sánchez, R., Aguilar-Illescas, R., Molinillo, S., & Martínez-López, F. J. (2020). Trust And Loyalty In Online Brand Communities. Spanish Journal Of Marketing - ESIC, 24(2), 177–191. Https://Doi.Org/10.1108/SJME-01-2020-0004
Antonio, F., Pramezwary, A., Muller Hasoloan Situmorang, J., Djakasaputra, A., Pramono, R., Pelita Harapan, U., Juliana, J. A. F., Pramezwary, A., Muller Hasoloan Situmorang, J., Djakasaputra, A., & Pramono, R. (2023). Model For Measuring Customer Satisfaction And Delight In Restaurant Industry. Jurnal Manajemen Industri Dan Logistik, 7(1), 53–70. Https://Doi.Org/10.30988/Jmil.V7i1.1022
Aziz Scholar, S., Ghani Assistant Professor, U., & Niazi Scholar, A. (2013). Impact Of Celebrity Credibility On Advertising Effectiveness. Soc Sci Pakistan Journal Of Commerce And Social Sciences, 7(1), 107–127.
Baker, M. A., & Kim, K. (2019). Value Destruction In Exaggerated Online Reviews: The Effects Of Emotion, Language, And Trustworthiness. International Journal Of Contemporary Hospitality Management, 31(4), 1956–1976. Https://Doi.Org/10.1108/IJCHM-03-2018-0247
Bataineh, A. Q., & Al-Smadi, H. M. (2015). Factors Impact Customers Engagement In Ewom On Snss Of Non-Profit Organizations: The Moderating Role Of Habit. International Journal Of Business And Management, 10(6). Https://Doi.Org/10.5539/Ijbm.V10n6p178
Berhanu, K., & Raj, S. (2020). The Trustworthiness Of Travel And Tourism Information Sources Of Social Media: Perspectives Of International Tourists Visiting Ethiopia. Heliyon, 6(3), E03439. Https://Doi.Org/10.1016/J.Heliyon.2020.E03439
Casado-Díaz, A. B., Andreu, L., Beckmann, S. C., & Miller, C. (2020). Negative Online Reviews And Webcare Strategies In Social Media: Effects On Hotel Attitude And Booking Intentions. In Current Issues In Tourism (Vol. 23, Issue 4, Pp. 418–422). Routledge. Https://Doi.Org/10.1080/13683500.2018.1546675
Casais, B., & Proença, J. F. (2022). The Use Of Positive And Negative Appeals In Social Advertising: A Content Analysis Of Television Ads For Preventing HIV/AIDS. International Review On Public And Nonprofit Marketing, 19(3), 623–647. Https://Doi.Org/10.1007/S12208-021-00318-Y
Chakraborty, U. (2019). Perceived Credibility Of Online Hotel Reviews And Its Impact On Hotel Booking Intentions. International Journal Of Contemporary Hospitality Management, 31(9), 3465–3483. Https://Doi.Org/10.1108/IJCHM-11-2018-0928
Chaturvedi, S., Gupta, S., & Hada, D. S. (2016). Perceived Risk, Trust And Information Seeking Behavior As Antecedents Of Online Apparel Buying Behavior In India: An Exploratory Study In Context Of Rajasthan. International Review Of Management And Marketing, 6(4), 935–943. Https://Doi.Org/10.2139/Ssrn.3204971
Chaudhary, S., Dhir, A., Ferraris, A., & Bertoldi, B. (2021). Trust And Reputation In Family Businesses: A Systematic Literature Review Of Past Achievements And Future Promises. Journal Of Business Research, 137, 143–161. Https://Doi.Org/10.1016/J.Jbusres.2021.07.052
Chawla, D., Bhaiswar, R., & N., M. (2021). The Influence Of Ewom Communications On Intended Online Purchases: A Literature Review Using TCCM Framework And Future Research Agenda. International Journal Of Indian Culture And Business Management, 1, 1. Https://Doi.Org/10.1504/IJICBM.2021.10046652
Cobelli, N., Bonfanti, A., Cubico, S., & Favretto, G. (2019). Quality And Perceived Value In Career Guidance E-Services. International Journal Of Quality And Service Sciences, 11(1), 53–68. Https://Doi.Org/10.1108/IJQSS-12-2017-0114
De Villiers, R., & Tipgomut, P. (2018). Reviewing The Marketing Theory Adoption Journey For Studies Using QCA As A Methodological Approach: Insights, Gaps And Agenda For Future Research. Australasian Marketing Journal, 26(4), 317–337. Https://Doi.Org/10.1016/J.Ausmj.2018.10.007
Floyd, K., Freling, R., Alhoqail, S., Cho, H. Y., Freling, T., & Kristopher Floyd, Ryan Freling,Saad Alhoqail, Hyun Young Cho, T. F. (2014). How Online Product Reviews Affect Retail Sales: A Meta- Analysis. Journal Of Retailing, 90(2), 217–232. Https://Doi.Org/10.1016/J.Jretai.2014.04.004
Gulati, S. (2022). Social And Sustainable: Exploring Social Media Use For Promoting Sustainable Behaviour And Demand Amongst Indian Tourists. International Hospitality Review, 36(2), 373–393. Https://Doi.Org/10.1108/IHR-12-2020-0072
Gummerus, J., Liljander, V., Weman, E. And Pihlström, M. (2012). Customer Engagement In A Facebook Brand Community”, Management Research Review, Vol. 35 No. 9, Pp. 857-877.
Gvili, Y., & Levy, S. (2018). Consumer Engagement With Ewom On Social Media: The Role Of Social Capital. Online Information Review, 42(4), 482–505. Https://Doi.Org/10.1108/OIR-05-2017-0158
Handani, N. D., Williady, A., & Kim, H. S. (2022). An Analysis Of Customer Textual Reviews And Satisfaction At Luxury Hotels In Singapore’s Marina Bay Area (SG-Clean-Certified Hotels). Sustainability (Switzerland), 14(15). Https://Doi.Org/10.3390/Su14159382
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-Of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers To Articulate Themselves On The Internet? Journal Of Interactive Marketing, 18(1), 38–52. Https://Doi.Org/10.1002/Dir.10073
Huifeng, P., Ha, H. Y., & Lee, J. W. (2020). Perceived Risks And Restaurant Visit Intentions In China: Do Online Customer Reviews Matter? Journal Of Hospitality And Tourism Management, 43(February), 179–189. Https://Doi.Org/10.1016/J.Jhtm.2020.04.005
Idris, I., Xin, S. L. K., Alias, S. S., & Ahmad, A. (2020). Factors That Influence The Effectiveness Of Online Advertising In Enhancing Consumers’ Purchase Intention Among Young Adults In Malaysia. Test Engineering And Management, 82(January), 5528–5536.
Ilicic, J., & Webster, C. M. (2015). Consumer Values Of Corporate And Celebrity Brand Associations. Qualitative Market Research, 18(2), 164–187. Https://Doi.Org/10.1108/QMR-06-2013-0037
Juliana, Chauhan, R., & Karwa, Y. C. (2020). A Research Study On Cultural Impact On Consumer Buying Behavior Of Financial Assets. International Journal Of Advanced Science And Technology, 29(6), 1432–1439.
Juliana, Hubner, I. B., Sitorus, N. B., Pramono, R., & Pramezwary, A. (2021). The Influence Of Hotel Customer Demographics Differences On Customer Perceptions. African Journal Of Hospitality, Tourism And Leisure, 10(3), 863–880. Https://Doi.Org/10.46222/AJHTL.19770720-137
Juliana, J., Aditi, B., Nagoya, R., Wisnalmawati, W., & Nurcholifah, I. (2022). Tourist Visiting Interests: The Role Of Social Media Marketing And Perceived Value. International Journal Of Data And Network Science, 6(2), 469–476. Https://Doi.Org/10.5267/J.Ijdns.2021.12.007
Juliana, J., Nagoya, R., Bangkara, B. M. A. S. A., Purba, J. T., & Fachrurazi, F. (2022). The Role Of Supply Chain On The Competitiveness And The Performance Of Restaurants. Uncertain Supply Chain Management, 10(2), 445–452. Https://Doi.Org/10.5267/J.Uscm.2021.12.007
Juliana, J., Sihombing, S. O., & ... (2023). Systematic Literature Review Analysis Of Positive E-Wom On The Tourist Future Behavior In Tourism Village Marketing. Jurnal Ilmiah …, 4(4), 2140–2152. Https://Ejournal.Nusantaraglobal.Ac.Id/Index.Php/Jige/Article/View/1402%0Ahttps://Ejournal.Nusantaraglobal.Ac.Id/Index.Php/Jige/Article/Download/1402/1878
Juliana, Pramono, R., Djakasaputra, A., Bernarto, I., & Juliana, Pramono, R., Djakasaputra, A., B. (2020). Observational Learning And Word Of Mouth Against Consumer Online Purchase Decision During The Pandemic COVID-19. Systematic Reviews In Pharmacy, 11(9), 751–758. Https://Doi.Org/10.31838/Srp.2020.9.106
Kian, T. P., Boon, G. H., Fong, S. W. L., & Ai, Y. J. (2017). Factors That Influence The Consumer Purchase Intention In Social Media Websites. International Journal Of Supply Chain Management, 6(4), 208–214.
Kim, H. (2019). Trustworthiness Of Unmanned Automated Subway Services And Its Effects On Passengers’ Anxiety And Fear. Transportation Research Part F: Traffic Psychology And …. Https://Www.Sciencedirect.Com/Science/Article/Pii/S1369847818308489
Kupfer, A. K., Pähler Vor Der Holte, N., Kübler, R. V., & Hennig-Thurau, T. (2018). The Role Of The Partner Brand’s Social Media Power In Brand Alliances. Journal Of Marketing, 82(3), 25-44.
Lemy, D. M., Pramezwary, A., Juliana, Pramono, R., & Qurotadini, L. N. (2021). Explorative Study Of Tourist Behavior In Seeking Information To Travel Planning. International Journal Of Sustainable Development And Planning, 16(8), 1583–1589. Https://Doi.Org/10.18280/Ijsdp.160819
Leontiev, D. A. (2020). Quality Of Life And Well-Being: Objective, Subjective And Agentic Aspects. Psikhologicheskii Zhurnal, 41(6), 86–95. Https://Doi.Org/10.31857/S020595920012592-7
Lien, C. H., Et. A., Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L., Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online Hotel Booking: The Effects Of Brand Image, Price, Trust And Value On Purchase Intentions. Asia Pacific Management Review, 20(4), 1–9. Https://Doi.Org/10.1016/J.Apmrv.2015.03.005
Liu, Z., & Park, S. (2015). What Makes A Useful Online Review? Implication For Travel Product Websites. Tourism Management, 47, 140–151. Https://Doi.Org/10.1016/J.Tourman.2014.09.020
López-Sanz, J. M., Penelas-Leguía, A., Gutiérrez-Rodríguez, P., & Cuesta-Valiño, P. (2021). Sustainable Development And Consumer Behavior In Rural Tourism—The Importance Of Image And Loyalty For Host Communities. Sustainability (Switzerland), 13(9). Https://Doi.Org/10.3390/Su13094763
Lu, W., & Stepchenkova, S. (2015). User-Generated Content As A Research Mode In Tourism And Hospitality Applications: Topics, Methods, And Software. Journal Of Hospitality Marketing & Management, 24(2), 119-154.
Ma, D., Hu, J., & Yao, F. (2021). Big Data Empowering Low-Carbon Smart Tourism Study On Low-Carbon Tourism O2O Supply Chain Considering Consumer Behaviors And Corporate Altruistic Preferences. Computers And Industrial Engineering, 153. Https://Doi.Org/Https://Doi.Org/10.1016/J.Cie.2020.107061
Munhurrun, P. R., Naidoo, P., Seebaluck, V. N., & Pillai, P. (2016). The Impact Of Destination Service Quality On Tourist Satisfaction And Loyalty : Evidence From Mauritius. Proceedings Of The International Academic Research Conference On Marketing & Tourism (MTC16Paris Conference), 7.
Nowak, K., & Mcgloin, R. (2014). The Influence Of Peer Reviews On Source Credibility And Purchase Intention. Societies, 4(4), 689–705. Https://Doi.Org/10.3390/Soc4040689
Oliver, J., Alkema, B. M., Rahmawaty, D., Buffa, F., Baumeister, R. F., Leary, M. R., Winchester, C. L., Salji, M., Wilson, B. J., Laschinger, H. K. S., Novitasari, D., Sasono, I., Asbari, M., Arnold, J., Randall, R., Patterson, F., Silvester, J., Robertson, I., Cooper, C., … L. L. Guilherme. (2020). Repurchase Intention And Word Of Mouth Factors In The Millennial Generation Against Various Brands Of Boba Drinks During The Covid 19 Pandemic. Tourism Review, 2(1), 1–14. Https://Doi.Org/10.1108/TR-09-2021-0433
Park, E. (Olivia), Chae, B. (Kevin), & Kwon, J. (2018). The Structural Topic Model For Online Review Analysis: Comparison Between Green And Non-Green Restaurants. Journal Of Hospitality And Tourism Technology, 11(1), 1–17. Https://Doi.Org/10.1108/JHTT-08-2017-0075
Paul, I., & Roy, G. (2023). Tourist’s Engagement In Eco-Tourism: A Review And Research Agenda. Journal Of Hospitality And Tourism Management, 54, 316–328. Https://Doi.Org/10.1016/J.Jhtm.2023.01.002
Pinto, O. R., & Demey, N. (2020). A Study On Role Of Packaging In Consumer Purchasing Decision. International Journal Of Innovative Research In Technology, 7(2), 13–15.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Angelina Stephanie, Catherine Ardelia Tan, Vicka Putridita, Juliana Juliana, Amelda Pramezwary, Arifin Djakasaputra
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
