Abstract
The purpose of this study is to examine the impact of online reviews on purchasing behavior(booking intention). This study hypothesized the valence of online reviews(positive and negative) about hotel&resort has significant effects on trust in information on official website and attitude toward hotel&resort which in turn, has influence on booking intention. This study used experimental design. To do this, online reviews was divided into two types: positive and negative review. The official website of hotel&resort and online reviews were manipulated. A total of 275 (positive: 149, negative: 126) was taken from university students who were randomly assigned to each type of online reviews. As results, being exposed to positive reviews resulted in the increase of trust in website information, but neither positive nor negative review did not increase attitude toward hotel&resort. The study also found significant impact of both trust in website information and attitude on booking intention.
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