Supervisor
Alan Foran
Programme
MA in International Business
Keywords
Booking Decisions, Online Reviews, Consumer Trust
Abstract
This study examines the factors influencing accommodation booking decisions on Booking.com, with a particular focus on the role of trust in online reviews. Using a quantitative survey, the research analyses how consumers evaluate key factors such as price, location, ratings, and user-generated reviews. The findings show that while online reviews help reduce uncertainty and build trust, they are not the main driver of booking decisions. Instead, price and location are the most influential factors, with trust in reviews acting as a supporting element. Trust is also found to be conditional, depending on review consistency, detail, and recency. Hence, the study highlights that booking decisions are shaped by a combination of practical and informational factors, with reviews playing a secondary but important role in consumer decision-making on online travel platforms.
Date of Award
2026
Full Publication Date
2026
Access Rights
open access
Document Type
Capstone Project
Resource Type
thesis
Digital Object Identifier (DOI)
https://doi.org/10.63227/652.299.164
Recommended Citation
Soares, D.
(2026) Key factors influencing consumer booking decisions on Booking.com, and the role of trust in online reviews CCT College Dublin.
DOI: https://doi.org/10.63227/652.299.164