Digital Technology's Role in Influencing Hotel Booking Intention: The Direct Impact of Negative Review Valence and the Moderating Effects of Brand Image, Star Category, and Gender within Indonesian Tourism OTAs

An increasing number of individuals are using online platforms particularly on travel and tourism online platforms, as individuals may now conveniently reserve hotel rooms and take advantage of online travel agencies (OTAs). Online customer reviews (OCR) especially on OTAs have been found to impact hotel booking intention. OCR can be positive (positive review valence/PCR) or negative (negative review valence/NCR). OCRs are quite useful for prospective customers when deciding what to book. In addition, variables like brand image, star category, and gender have an impact on how OCR influences hotel booking intentions. This research examines how negative review valence (NRV) impacts hotel booking intention. It also considers how the relationship is influenced by moderating variables such as brand image, star category, and gender. A quantitative method is employed in this research by utilizing PLS-SEM (Partial Least Square Structural Equation Modelling) data analysis tools together with surveys. The findings indicate that negative review valence significantly impacts hotel booking intention and that this influence is also influenced by brand image, star category, and gender. In addition, the implementation of digital technology in Indonesian tourism through OTAs amplifies the impact of such reviews by providing easy and transparent access to information for consumers, thus helping them make more informed booking decisions.