Abstract
ABSTRACT With the development of e-commerce, online booking has become an important process for tourists. Consequently, a number of online travel accommodation booking sites have emerged, allowing users to book travel-related services and leave their comments and reviews on the service. These kinds of information will influence the decision of the latecomers.Therefore, it is necessary to understand what key characteristics of online hotel reviews will affect travellers’ booking decisions, and then discuss the impact of online review system on the enterprise’s knowledge management in the hotel industry. This study first identified six factors from the literature, then collected data by using online questionnaire survey, and finally analysed the influencing factors of online booking decision by using multiple regression method. The experimental results showed that only three factors are important in the booking decision. They are quantity of review, content of review, and number of useful comments.
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