• Ms. Suman Lata

Purpose: - The growth of web 2.0 has enabled consumers to upload their experiences on online travel platforms which assist novice travelers to make their decision regarding hotel booking. The present study aims to determining the various factors influencing consumers’ hotel booking intentions. Design/Methodology/Approach: - A research model was constructed for this paper and tested empirically by using a sample of 270 from national capital region of Delhi. The proposed hypotheses were validated with the help of structural equation modeling (SEM) using partial least squares (PLS). Findings: - The paper found that all dimensions positive reviews, negative reviews and review credibility are the significant predictor of consumers’ online hotel booking intentions. Further, positive review was found the strongest predictor of consumer hotel booking followed by review credibility and negative reviews respectively. Research limitations/Implications: - The findings of this paper were based on the responses taken from the Indian travelers from national capital region of Delhi. This study has analyzed the influence of only three dimensions to predict the consumers’ hotel booking intentions and has produced variance of 30% only which is less than half signifies that some important predictors are missing in this study. Further study can take other dimensions of reviews to analyze consumer’ hotel booking behavior. Practical Implications: - This study has provided implications for hotel managers and online travel channels. Hotel managers should monitor negative reviews and make some strategies to solve these issues. Hotel managers and online travel channels should avoid fraudulent reviews as it can destroy their brand’s image. Originality: - This study has examined the influence reviews published on online travel channels on consumers’ hotel booking intentions in the region of NCR Delhi.

Online Reviews, consumers’ Hotel Booking Intentions, Online Travel Portals

"Impact of User-generated Reviews on Consumers’ Hotel Booking Intentions: A Case Study of National Capital Region of Delhi", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.188-207, June 2019, Available :http://www.jetir.org/papers/JETIR1907Q73.pdf

"Impact of User-generated Reviews on Consumers’ Hotel Booking Intentions: A Case Study of National Capital Region of Delhi", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp188-207, June 2019, Available at : http://www.jetir.org/papers/JETIR1907Q73.pdf