Abstract:
In marketing travel, the customer online review (COR) plays an important role in validating
information about products or services that consumers want and leads to buying interest. Therefore, the role
of COR in the buying decision-making process becomes very important. This study aimed to develop a
conceptual framework of the role of CORs in building consumer confidence and buying interest in
purchasing travel products online in Indonesia. This study used an archival method to review and discuss
the role of COR in the consumer buying process. Research data were obtained from literature studies and
empirical data through in-depth interviews with customers of online travel agency services. The results
showed there are seven hypotheses constructed to explore the COR roles in consumer purchase interest in
e-commerce tourism products. The novelty of this study is construction of an online tourism marketing
model that is capable of exploring real consumer experience and knowledge in Indonesia
Description:
PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON SUSTAINABLE
COLLABORATION IN BUSINESS, INFORMATION AND INNOVATION (SCBTII 2019),
BANDUNG, INDONESIA, OCTOBER 9—10, 2019. p. 20.