Influence of Volume of Online Customers’ Reviews on Hotel Reservations in Tanzania

The study aims to explore the Influence of volume of Online customers´ Reviews on Hotel Reservations in Tanzania. The study specifically assessed the contribution of the number of reviews, comprehensiveness, and hotel rating and their contribution to hotel reservations at Mediterraneo Hotel in Dar es Salaam. This study employed descriptive case study design while primary and published secondary data from the internet were used for data collection. The findings showed that high ratings and the number of hotel reviews on travel applications influenced customers to choose the hotel. The findings revealed that, hotel customers make reservations after checking reviews and hotel ratings on social media pages or travel applications, and complete, detailed, and timely Messages motivated customers to choose the Hotel. The study concluded that, the volume of customer reviews (number of reviews, comprehensiveness, and rating) is significant on Hotel reservations and increase revenue. This study recommends that, emerging of information sharing platforms and network communication should be used effectively by the hotel sector and Mediterraneo in particular, to disseminate corporate information, collect and organize consumer information from travel applications, websites, and social media platforms at low cost, and help them to manage customer relationships and provide competitive services.