An Investigation Of The Effect Of Demographic Characteristic And Online Review On Booking Decision

In the last decade,rapid computerization of all spheres of social life is observed.The hotel service enterprises are not an exception,they are currently developing at a pace and applying new technologies,among which the Internet plays one of the most important roles.Now it is hard to imagine how hotels,train or air tickets could be booked by various tour agents and companies,taking into account all sorts of discounts,in the absence of computer reservation and booking systems.Currently,these systems are widely common and well-coordinated.The high economic efficiency of the usage of computer reservation and booking systems prompted their owners to compete for influence in the tourist services market on the Internet field.Particular great attention is paid to online reviews and ratings made by other consumers,and this issue has not escaped from sigh of management and economics researchers.With the spread of the Internet and communication technologies,tourists have the opportunity for virtual communication and sharing of their personal experience through reviews and rating.Unlike traditional Word-of-Mouth(WOM),Electronic Word-of-Mouth(eWOM)affects a large potential audience.One negative review on the Internet can significantly reduce the attitude of potential customers to the hotel,then,as a positive review would have the same huge positive effect.Tourism,as a highly informative-sensitive industry,has been greatly influenced by the appearance of eWOM.The advent of eWOM completely changed information searching process,travel planning and customer decision making process.The impact of eWOM on the consumer can be direct and indirect,as the positive or negative feedback itself has a direct impact,but a certain content has an indirect effect,this effect will probably vary from different factors,demograpphic factors such as age,sex,religion,travel frequency,etc.This relationship between all this factors and final booking decision and moderator influence of review context is the main purpose of this study.In current literature,this analyze is the gap,hopefully I can prove the hypothesis and improve this research field.