Beyond Stars and Comments: Uncovering the Impact of Digital Content on Hotel Booking Intentions

Abstract

Online travel review platforms have become a cornerstone of decision-making in the tourism and hospitality industry. Consumers are increasingly relying on peer feedback to evaluate hotels and make informed booking decisions. User-generated content (UGC), such as reviews, ratings, and photos, provides social proof, builds trust and influences consumer behaviour. Among these platforms, TripAdvisor stands out as one of the most influential and widely used review sites. This study investigates how different forms of UGC - specifically, review credibility cues, sentiment alignment, and multimedia elements affect consumer trust and hotel booking behaviour. Using a qualitative netnographic approach, the research analyses 105 TripAdvisor reviews posted between December 2023 and May 2025. Reviews were purposively selected from seven award-winning hotels in Auckland to ensure narrative richness, diversity of sentiment, and the inclusion of multimedia content. Data were collected through systematic TripAdvisor searches and analysed using thematic analysis and cross-validation to identify feedback patterns and interpret user sentiment.

This study introduces a tripartite alignment framework that explains how reviewer credentials, content coherence, and platform affordances interact to co-construct digital trust. Unlike prior models that focus on isolated trust cues, this framework integrates multiple elements, highlighting their interdependencies and extending theoretical perspectives such as signalling theory, dual process persuasion, and affordance theory. Key findings indicate that when credibility cues, multimedia content, and platform-driven visibility are aligned, users exhibit heightened trust in reviews, which positively influences their booking intentions. These insights offer actionable guidance for hotel managers and platform designers to enhance review authenticity, optimise governance structures, and foster more meaningful consumer engagement.