Impact of Online Reviews and Ratings on Purchase Intention with Special Reference to Boarding and Lodging in Tourist Places

Abstract : The growth of digital platforms has transformed tourists’ decision-making processes in the tourism and hospitality sector. Online reviews and ratings play a vital role in shaping tourists’ perceptions, trust, and purchase intentions when selecting boarding and lodging facilities. As accommodation services cannot be assessed before use, travellers increasingly rely on feedback shared by previous customers. This study examines the influence of online reviews and ratings on tourists’ booking intentions in tourist destinations. Primary data were collected from 105 respondents using a structured questionnaire, supported by secondary sources. The data were analysed using percentage analysis. The results reveal that reviews, star ratings, and user-uploaded photos strongly affect accommodation choices. Cleanliness, service quality, and value for money emerged as key influencing factors.