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Social media are playing an increasingly important role as
information sources for travelers and online reviews reconstruct the decision-making
of purchase. The goal of this study is to investigate the influence extent of
online reviews on consumer’s hotel reservation intention. Based on the data
analysis from the online comments, the measurable conceptual model of online
comment which affecting the consumer’s hotel reservation intention is built
up, the five observed variables and the relevant suppose have been put forward.
The model is evaluated according to a national survey of potential consumers.
All data have been analyzed with the Structural Equation Model (SEM). The results
show that all variables except comment source significantly affected tourists’
hotel reservation intention. It also puts forward a reference case for the tourism
company and its websites on improving online reservation service quality to
meet customer’s satisfaction.
