IMPACT OF ONLINE REVIEWS ON CONSUMER PREFERENCES FOR TRAVEL AGENCIES IN AN EMERGING ECONOMY CONTEXT

Abstract

Online reviews have emerged as a critical source of information, reflecting the experiences of previous travelers. Research in the past indicates that such reviews shape tourists’ perceptions of service quality, booking intentions, decision-making, and trust in travel services, ultimately influencing the evaluation of alternatives and finalizing travel arrangements. India, as a rapidly growing economy and a key player in both inbound and outbound tourism, has witnessed a significant rise in online travel agencies and widened services of existing travel agencies over recent years. Despite global interest on research in the role of online reviews, studies focusing specifically on the Indian context remain limited. This study investigates the impact of online customer reviews on travelers’ decision-making when selecting travel agencies in India. An online survey was conducted with tourists who had previously used online travel agencies, employing a questionnaire that addressed perceptions, decision-making processes, and their influence on agency selection. The total sample size was 150 and in the present study authors have focused only on domestic travelers. The study conducted in the month of June 2025. Authors have adopted existing measurement scale to develop the questionnaire based on the study variables.