Abstract:
The article analyzes the role of online reviews in the tourist's decision-making process, highlighting their importance in reducing the uncertainty created by the intangibility of tourist services. The evolution of reviews is presented, from traditional forms to modern platforms, such as Booking and Expedia, which influence consumer perception. The research emphasizes that tourists analyze both the overall score and the number and diversity of reviews. The impact of fake reviews, which create false expectations and dissatisfaction, is also taken into account. Generation Z contributes to the transformation of reviews by preferring the most authentic content, thus influencing the way they are informed and choose tourist services in the purchase decision-making process. CZU: 339.138:338.484; JEL: Z330
Description:
BURDUJA, Evelina și Gheorghe PETCO. Online Reviews as a Modern Marketing Tool in Influence of Tourist Behavior = Recenziile online ca instrument al marketingului modern în influențarea comportamentului turistului. Online. Coord. șt.: Mariana BALAN. In: Simpozionul Ştiinţific cu participare internaţională al Tinerilor Cercetători. Ediţia a 24-a, 24-25 aprilie 2026, Chişinău. Lucrări ştiinţifice. Chişinău: SEP ASEM, 2026, vol. 1, pp. 227-230. ISBN 978-9975-182-42-3 (PDF). Disponibil: https://doi.org/10.53486/sstc2026.v1.52
