ABSTRACT
This study investigated the influence of third party website online reviews on hotel online booking intention in Malaysia central region including Kuala Lumpur, Selangor and Putrajaya. Besides, the most aggregable third party website online review attributes also were determined. Questionnaires were used to obtain the aforementioned objective from hotel guests who are familiar with hotel third party websites. The result shows that the third party website online reviews does influence the hotel online booking intention. Besides, the study found that the volume of online reviews is the most influential factor on booking intention. From this study, it provides further understanding on the emerging behavior of travelers who tremendously rely on online travel community to influence their purchase decision.
