An evaluation of travel reviews on decision-making of domestic tourists

Abstract

This study was aimed to determine how essential the travel reviews influenced domestic tourists' decisions when they travel to Davao City. The researchers used a modified survey questionnaire administered to millennials. The research instrument covers the independent variable which is travel review with indicators covering information quality, credibility, and trustworthiness while second variable is decision making. There were 384 respondents mostly domestic tourists who utilizes multiple online resources for travel reviews. This quantitative study used a correlational research design to identify correlations between the two variables. The findings showed that when it comes to Davao city's information quality and trustworthiness the travel reviews was moderate. Moreover, it was low in information credibility. This further explains that there is a need to improve tourist experience in the city in order to achieve higher travel reviews that could influence a visit to the city. Looking at the second variable the decision making was low. Thus, travel reviews have a limited influence on the travel decisions to the city. This explains that more often than not, travel reviews will help shape the decision making of the millennials to the city. As the result showed there is a need to pull up the travel reviews so as the decision could also be influenced. In the correlation analysis, the study showed moderate correlations between travel reviews and decision making which implies that the travel reviews are moderately useful in making travel decision to the city. In the range of means, there is a scale higher than being moderate thus giving more space to improve the travel reviews so that travel to the city can also be improved. When it comes to considering gender and work profile, it was the female group having a white collar jobs that usually utilizes travel reviews. This indicates that white-collar workers were more likely to rely on travel reviews when making decisions than their blue-collar workers. This implies that when it comes to sales & promotion, female group will be a good market.