THE EFFECTS OF ONLINE REVIEWS IN ESTABLISHING GOOD REPUTATION ON SELECTED HOTEL IN FAIRVIEW, QUEZON CITY

Abstract

This study focuses on understanding how online reviews impact consumer decision-making and contribute to shaping the reputation of hotels. Specifically, it examines the effects of online reviews on the reputation of selected hotels in Fairview, Quezon City, by considering factors such as the context of reviews, overall ratings, management's response strategies, and their influence on customer perceptions. Through this research, the aim is to offer valuable insights into how online reviews shape the reputation of hotels in the digital era. Data will be gathered from hotels in Fairview, Quezon City, with the expectation that the findings will provide valuable knowledge to both hoteliers and consumers on the significance of online reviews in the hospitality industry. This research will use a quantitative approach with a descriptive design. The participants will include both consumers and employees of selected hotels. A total of 100 respondents will be chosen for the study through a non-random sampling method. Data will be gathered using a survey questionnaire as the primary instrument for collecting information. The demographic profile of the respondents includes individuals aged 18-27, with the majority being 27 years old and above. These individuals made up the primary group of participants who answered the research questionnaire developed by the researchers. The study on the impact of online reviews on hotels in Fairview, Quezon City offers valuable insights into guest demographics and the challenges encountered. The majority of hotel guests are mature individuals, likely consisting of working professionals or seasoned travelers. Importantly, female respondents play a key role in posting online reviews, emphasizing the need for hotel management to pay special attention to their preferences and concerns.