Online reviews are used by customers as an important source of information during the travel and tourism decision-making process. This research main objective is to analyze the online ratings of hotels in Tirana and Durrës, Albania. Data from Booking.com were collected for 132 hotels with 30 or more online reviews during the period of time 29 November - 2 December 2017. Mean of the overall online rating of hotels was 8.65 with a standard deviation of 0.636. About 62.4% of online reviewers of hotels in Tirana have scored from 9 to 10, and 44% of online reviewers of hotels in Durrës have scored from 9 to 10. Results of two econometric models indicated that hotel's size and location negatively impact the overall online rating of the hotels, whereas the hotel's category, the number of online reviews and year the hotel was welcomed by Booking.com positively impact the overall online rating of hotels. These findings are useful for hotel guests and potential customers, and also for hotels' managers in developing appropriate marketing strategies.
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Alma Braimllari (2017) studied this question.
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