THE INFLUENCE OF ONLINE REVIEWS AND RATINGS ON MILLENNIALS' HOTEL CHOICES
Keywords:
Millennials, online reviews, hotel choice, consumer trust, eWOM, IMRAD framework.Abstract
This study investigates how online user reviews and rating scores shape the accommodation choices of Millennials. Using the structural IMRAD framework, the paper combines a review of current hospitality literature with a descriptive analysis of two informal online polls. The first poll (142 participants) evaluated the perceived weight of different review elements, while the second poll (165 participants) identified platform trust. The results reveal a strong negativity bias: 64% of respondents prioritize recent negative feedback over high overall scores. Furthermore, verified transactional platforms like Booking.com are trusted significantly more (68%) than open community forums. The findings suggest that modern independent travelers prioritize risk reduction and transactional security over traditional hotel marketing.
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References
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