• Dr Amita Kolapkar
• Mrs. Madhuri Patil

The study was completed to understand and gain information about the increasing recognition of the online review sites in the Indian marketplace and the demographic profile of people using the review sites. This study has focussed on finding the significant factors considered by the customers to assess the sites and the percentage of individuals favoring a particular site from the numerous sites available in the market. Now days, online sites happen to be very much admired by individuals. They have become techno savvy and feel very comfortable in using the internet. From the time when World Wide Web has emerged online reviews have attained vast fame. Individual can decide their preference of accommodation at just one click by sitting in their home. The reviews, ratings and ambience can be checked on their fingertips. Based on the extensive literature review regarding online review sites and the need of an hour the main objective of the paper is to understand the influence of online review sites on people while choosing accommodation. For this, with the help of quota sampling method 111 respondents were selected and data was collected though structured questionnaire. On the basis of data analysis, it is found that most of the customers were perceived that online review sites are better option than mass media. It is evident that online review sites do have a significant influence on customers. The findings suggests that review sites should have numerous hotel options so that consumer can select hotel accommodation as per their liking or requirement. They should provide last-minute discount deals so that consumer can book accommodation at eleventh hour. Review sites can boost marketing and bring in new customers through last-minute discount deals. The study suggests some ideas and suggestions for hotels to engage themselves in the online sites and the customers to use online review sites that will help to increase the popularity and productivity of the same.

Online Review sites, Tourist, Hotel Accommodation

"", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 2, page no.e250-e267, February-2022, Available :http://www.jetir.org/papers/JETIR2202432.pdf

"", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 2, page no. ppe250-e267, February-2022, Available at : http://www.jetir.org/papers/JETIR2202432.pdf