How Do Online Reviews Affect Business Travelers' Accommodation Choices?: The Application of Theory of Reasoned Action (TRA)

This research focused on parameters of online reviews that affect business travelers` attitude and subjective norm on intention to purchase. The sub-constructs of attitude include: the quality of offered service, the value of money, hotel business facility, hotel security, food and beverage, and service recovery. Panel database, which was provided by Qualtrics, was used to examine the hypotheses of this study. Data was collected from 275 business travelers who stayed at a hotel in the last six months and read e-comments in advance of the purchase. Results of hypotheses testing indicated that quality of offered service, the value of money, and subjective norm have a positive effect on business travelers` intention to purchase. The findings of this research can help both hoteliers and online-review website operators. Since business travelers are considered an important target market in the hotel industry, hoteliers need to put more emphasis on these factors to attract more business travelers.