A zdan A za evrimi i leti imin Otellerdeki Oda Sat lar na Etkisi üzerine bir Ara t rma = The Impact of Online Word-of-Mouth Communication on Hotels’ Room Sales

Customers have used many components as data source in the purchase decision process. The motivation of being a social existence and the technological progress have featured word-of-mouth communication and have led to realization of this communication online. From this point of view, the present study focuses on hospitality industry and aims to investigate the influence of online consumer-generated reviews on holiday buying behaviour. For the data collecting process of the study, tatilsepeti.com, one of the oldest and mostly used holiday web sites is used. The semi-logarithmic model is used to assess the impact of online reviews. The results underline the significant effects of online reviews on consumer buying decision process.