International Journal of Research Studies in Management
CollabWritive Special Issue
2025 Volume 13 Issue 1
Available Online: 12 March 2025
Author/s:
Elmedulan, Arniel M., Jr.*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Javier, Florentina V.
Lyceum of the Philippines University – Batangas, Philippines
Abstract:
In the digital age, online customer reviews play a pivotal role in influencing consumer behavior, especially within the hospitality sector. This study examines the impact of online customer reviews on booking intentions and customer trust among Department of Tourism (DOT)-accredited hotels in Region X, Philippines. Using a descriptive-correlational research design, the study evaluates how customer review valence, volume, and recency influence customer booking intentions—measured through perceived value, perceived quality, and risk perception—and customer trust, assessed via credibility, emotional connection, and social influence. Data came from 384 hotel guests who had recently booked accommodations online. Results indicate that positive, frequent, and recent reviews significantly enhance booking intentions and customer trust by reducing perceived risks and elevating perceived value and quality. Moreover, credible and emotionally resonant reviews foster trust, while social influence from reviews reinforces consumer confidence in booking. Findings suggest that hotels in Region X may improve booking outcomes by actively engaging with online reviews and addressing customer feedback, providing a basis for a strategic framework to optimize consumer interactions. With this, emphasizing recent, authentic, and detailed feedback can enhance customer trust while consistent engagement on review platforms can increase competitiveness in the digital market. This research provides valuable insights into regional consumer behavior, supporting hospitality stakeholders in strategically leveraging online feedback to optimize customer engagement and drive bookings, thus, contributing to the field by offering region-specific insights into consumer behavior, supporting local hospitality stakeholders in their digital engagement and competitiveness.
Keywords: online customer reviews, booking intentions, customer trust, hospitality industry, Region X, Philippines
DOI: https://doi.org/10.5861/ijrsm.2025.25014
Cite this article:
Elmedulan, A. M., J., & Javier, F. V. (2025). Impact of online customer reviews on booking intentions and customer trust among hotels in Region X: Basis of a framework for enhancing customer booking intention and trust. International Journal of Research Studies in Management, 13(1), 177-197. https://doi.org/10.5861/ijrsm.2025.25014
* Corresponding Author