Impact of Online Reviews on Hotel Booking Intentions among Millennials in Nigeria

Abstract

Purpose: The aim of the study was to assess the impact of online reviews on hotel booking intentions among millennials in Nigeria. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study discovered that millennials heavily rely on online reviews when making hotel booking decisions, considering them as crucial sources of information. Positive reviews tend to increase booking intentions, while negative reviews have a significant adverse effect. Additionally, the study revealed that millennials are more inclined to trust reviews from fellow consumers rather than those from official hotel websites or advertising campaigns. Furthermore, it highlighted the importance of review authenticity and the influence of review characteristics such as quantity, recency, and overall rating on booking intentions. Implications to Theory, Practice and Policy: Social influence theory, technology acceptance model and selective exposure theory may be used to anchor future studies on assessing the impact of online reviews on hotel booking intentions among millennials in Nigeria. Hoteliers should prioritize online reputation management strategies that enhance the credibility and authenticity of online reviews, thereby positively influencing Millennials' booking intentions. Policymakers should enact regulations that promote transparency and accountability in online review platforms to mitigate the spread of fake or misleading reviews.