The Role of Customer Online Review in the Buying Decision Process of a Digital Tourism Product: A Conceptual Framework

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