Abstract
Online reviews have become a significant source of information for travel planning, influencing consumers purchasing decisions and behaviour. This study aims to explore the impacts of online reviews on hotel booking intentions and its significance for entrepreneurial success. It evaluates features from the content of online reviews to understand their impacts upon customers' online booking intention in hotels. Content analysis findings of relevant literature indicates positive causal relationship between online review volume, valence, quality, and online booking intention. There is a significant negative impact of negative online reviews on online booking intention, whilst positive online reviews can gain positive influence. Consumer tend to be more influenced by negative reviews than positive ones. Social media and online travel agent sites are popular internet platforms used. The influence of online reviews on hotel performance is very significant. Hotel entrepreneurs are recommended to pay close attention to online reviews and its impacts and effectively manage reviews.
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