Purpose -The aim of this research is to investigate the impact of Online Consumer Reviews (OCRs) on consumers' online hotel booking intention in the hospitality sector in Turkey. Design / Methodology / Approach -This study utilizes quantitative research techniques. A selfadministrated, 5 point Likert scale type online questionnaire was conducted in order to collect data. A total of 204 volunteer participants who were interested in online shopping, have participated in the survey. The research model consists of 7 independent and 2 dependent variables. While Review Source, Review Quality, Review Consistency, Review Volume, Review Recency, Negative Reviews and Positive Reviews are independent variables; Perceived Credibility of Online Consumer Reviews and Online Hotel Booking Intention are dependent variables. Confirmatory Factor Analysis (CFA) and Structural Equational Model (SEM) were utilized while analyzing the research model of the study.
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Güler et al. (2021) studied this question.
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