| Abstract [eng] |
Relevance of the topic. As the number of internet users grows each year, so does the amount of content that users create and share. With the high flow of information, more and more platforms are emerging where people can share their thoughts and experiences. These platforms are especially popular with travelers. In the tourism sector, online reviews are a particularly important aspect that has a significant impact on customers seeking accommodation for a trip Chris Anderson (2012). Online reviews have the greatest impact on the first four steps of a customer purchasing decision-making process, during which people search for information, analyze alternatives, and seek to find out which service is best for them. On the one hand, high availability of information is beneficial because customers can compare and analyze different reviews, but on the other hand, large amounts of information also have disadvantages. The unlimited number of reviews, that can be created by any user with internet access, results in a lot of misleading information. Reviewers have different motivations to share them, which in many cases can lead to uncredible information. Online reviews are also shared by social media influencers who represent the interests of certain companies. Finally, people who share online reviews are exposed to the feelings and moods they experience at the time, which can also distort information. All these aspects lead to the key question when analyzing online reviews - their reliability. The subject matter of the thesis. Reliability of online reviews in the tourism sector. The research object. Factors determining the reliability of online reviews. The research aim – to analyze the main factors of online reviews' credibility in the case of the tourism sector. The research objectives: 1. Define the problematic field of online reviews' credibility and analyze it. 2. Analyze scientific literature based on eWOM, consumer behavior, and online reviews. 3. Conduct quantitative research on consumers who are using online reviews. |
