How online travel reviews influence consumer Purchasing decisions: a study of decision-making on online travel portals for the package tourism industry

Abstract

This thesis examines how online travel reviews influence consumer purchasing decisions in the package tourism sector. In a competitive digital environment, travel portals strive to improve user experience (UX) and build trust by showcasing key decision-making elements. Due to the intangible nature and higher perceived risk of travel products, tourists actively seek trustworthy information prior to booking. Electronic word-of-mouth (eWOM), widely regarded as a credible source, plays a central role in their decision-making process. The research consists of two main parts. First, a literature review outlines key psychological theories related to online reviews, including social proof, herd behavior, cognitive heuristics, vividness effect, and negativity bias. These concepts explain why users are drawn to certain review components and how emotions influence decisions. Second, a think-aloud usability test was conducted with six participants (three Austrians and three Russians) on two popular travel portals: Restplatzbörse.at and Travelata.ru. The participants were asked to choose a hotel for a package tour to Turkey while verbalizing their thoughts. Their responses were transcribed and analyzed to identify patterns and influential review elements. The results indicate that review volume and score ratings serve as primary decision-making triggers. Hotel listings without any reviews were ignored entirely, with the participants choosing not to open the hotel page at all. The research revealed that emotionally rich, long, and detailed reviews create trust, suggesting they were written by genuine travelers. Plenty of authentic photos and the presence of negative reviews are also key in forming impressions. While no significant differences were observed in package tour purchasing decisions, Austrian and Russian test participants nonetheless demonstrated contrasting psychological behaviors, namely, analytical versus emotional approaches. The thesis concludes with practical recommendations for improving the UX design of travel portals: boosting the visibility of key review elements, enhancing emotional impact through language and visuals, and offering personalized AI-powered filters. These improvements aim to support more informed decision-making of potential consumers, increase user engagement, and enhance both the commercial success and reputation of travel portals by better meeting the needs of their users.

Date of Award	2025
Original language	English
Supervisor	Markus Moser (Supervisor)