Impact of Online Reviews in Online Booking – Case Study Capital City of Kosovo
Impact of Online Reviews in Online Booking – Case Study Capital City of Kosovo

Summary/Abstract: The easy access in information, due to Internet usage, is leading to more informed and wiser consumers around the world, affecting the way they search for information, and decide to buy something. This seems to be true even for developing countries, like Kosovo. This paper’s objective is to show if consumers of capital city of Kosovo use online reviews, and if this usage impacts their online booking habits. The research data were collected using a survey from a stratified sample (150 consumers), consisting of two groups of respondents. Respondents were divided into these two groups based on their habit, whether they read or not online reviews before booking online. The aim was to find out if there is any relation between reading online reviews and consumers’ practice of booking travels online. A significant relation was found between the practice of reading online reviews and the amount of travels booked online. Also, a significant relation was found between the age of consumers and their practice of booking online. The implications of these findings suggest businesses to allow online reviews on their websites and social media accounts, as they result to be a great tool on driving their businesses’ growth.

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