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Submitted
July 26, 2023
Published
August 19, 2023
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Abstract

Purpose of the study: The study's primary aim is to understand how online customer reviews on Booking.com influence the decisions of potential guests to book rooms at Alaya Resort Ubud.


Methodology:  This research utilized a quantitative descriptive approach, gathering data through questionnaires. The respondents were a random sample of 100 potential guests of Alaya Resort Ubud.


Main Findings: The ensuing analysis unveiled a statistically significant correlation between online reviews and booking decisions, as evidenced by a t-value (3.717) that surpasses the critical t-value (1.984).


Applications of the study: The implications of this study bear considerable relevance to hotel and resort management entities. It furnishes invaluable insights that can guide the development of efficacious marketing strategies and customer service paradigms to positively influence room booking decisions.


Novelty/Originality of the study: This study expands the existing body of knowledge by offering unique insights into the profound impact of online reviews on room booking decisions, specifically within the context of a resort setting. This novel understanding could catalyze other resorts and hotels to optimize their online review management strategies.

Keywords

Online Reviews Booking Decisions Alaya Resort Ubud , Quantitative Descriptive Method Hospitality Marketing

Article Details

License

Authors retain the copyright without restrictions for their published content in this journal. IJMIER is SHERPA ROMEO Journal. 

Publishing License

This is an open-access article distributed under the terms of  Creative Commons License

Author Biographies

I Wayan Yudha Andayana , Bali Tourism Polytechnic, Ministry of Tourism & Creative Economy, Indonesia

Faculty

Putu Diah Sastri Pitanatri, Bali Tourism Polytechnic, Ministry of Tourism & Creative Economy, Indonesia

Assistant Professor

How to Cite
Andayana , I. W. Y. ., & Pitanatri, P. D. S. (2023). Understanding the Effect of Online Reviews on Consumer Decision-Making: Evidence from Alaya Resort Ubud . International Journal of Management, Innovation & Entrepreneurial Research, 9(2), 01–10. https://doi.org/10.18510/ijmier.2023.921
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