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in the partial fulfilment of the requirement for the award of “.” In addition to this, I also declare that this project is done by me and it has not been submitted to any other university before for the award of any degree. Date: Signature: 3

Table of Contents Chapter 1: Introduction .................................................................................................................... 9 1.1 Research Background ............................................................................................................ 9 1.2 Research Rationale ................................................................................................................ 9 1.3 Research Problem ................................................................................................................ 10 1.4 Research Aim and Objectives .............................................................................................. 11 1.5 Research Question ............................................................................................................... 12 1.5 Research Scope .................................................................................................................... 12 Chapter 2: Literature Review ......................................................................................................... 13 1.1 Overview .............................................................................................................................. 13 2.2 Theoretical framework ......................................................................................................... 13 2.2.1 Consumer behavior in Tourism Context ....................................................................... 13 2.2.2 Different Factors That Influence Customers' Credibility and Trust in Online Reviews ............................................................................................................................................... 14 2.2.3 Relationship between Consumers' Satisfaction with Tourism Experiences and Online Reviews .................................................................................................................................. 16 2.2.4 Most Effective Online Review Platforms and Their Influence in Shaping Consumer Behavior in the Tourism Industry of the UK ......................................................................... 17 2.2.5 Effective Strategies to Manage Online Reviews .......................................................... 20 2.3 Conceptual Framework ........................................................................................................ 22 2.4 Literature Gap ...................................................................................................................... 23 2.5 Summary .............................................................................................................................. 23 Chapter 3: Research Methodology ................................................................................................ 24 3.1 Overview .............................................................................................................................. 24 3.2 Research Philosophy ............................................................................................................ 24 6

Chapter 1: Introduction 1.1 Research Background Over the past few years, the UK tourism industry has typically witnessed an important shift in the behavior of the consumer due to the increase of online platforms (Scott et al., 2014). Customers now have access to a huge amount of user-generated content and information, specifically online reviews, which have become significantly influential in the process of shaping their process of generating decisions (Cassidy, 2020). The users in this generation tend to share their honest reviews on the business website (Cosmos, TripAsvisor) or other social media platforms (Instagram, Twitter), which can play a significant role in influencing the decision of the users (Cassidy, 2020). A positive review can help businesses to attract new customers to the businesses. On the other side, negative reviews can also play a major role in the process of damaging the reputation of the businesses (Raitaluouto, 2023). 1.2 Research Rationale Online reviews can play a significant role in the process of influencing the destination choices of consumers (Cassidy, 2020). Potential travelers significantly rely on the experiences and opinions of previous visitors in the period of choosing their travel destinations (Pop et al., 2022). By the process of accessing platforms such as Google Reviews, TripAdvisor, and social media platforms, consumers achieve important insights into a variety of aspects of a destination, including safety, local amenities, cultural experiences, and attractions (Bhuiyan et al., 2022). The positive reviews with comprehensive recommendations and descriptions can be considered effective and beneficial in attracting potential tourists and boosting their confidence in the process of selecting a specific destination. On the other side, negative reviews play a significant role in highlighting the issues such as safety concerns or poor infrastructure that may discourage potential visitors (Carlisle, Ivanov and Dijkmans, 2021). Thus, online reviews have the authority to influence consumer perceptions and considerably impact their destination choices in a direct way. Online reviews can also play a significant role in the process of consumers' selection of accommodation. Travelers ever more rely on the platforms like Airbnb, Booking.com, and Expedia in order to assess the cleanliness, quality, and entire experience of vacation rentals, hotels, resorts, and other accommodations (Lee et al., 2021). The positive reviews can be 9

 To determine different factors that perform a major role in influencing customers' credibility and trust in online reviews in the context of the UK tourism industry  To analyse the relationship between consumers' satisfaction with their tourism experiences and online reviews in the UK  To discuss the most effective online review platforms and their influence in shaping consumer behavior in the tourism industry of the UK  To recommend some effective strategies that the tourism businesses in the UK should consider in order to successfully respond to and manage online reviews 1.5 Research Question The research question is:  What is the significance of online reviews on the behavior of the consumer within the UK's tourism industry? 1.5 Research Scope This research study will play a major role in determining different factors that play a vital role in the process of influencing customers' credibility and trust in online reviews in the context of the UK tourism industry. This study will also help in analyzing the relationship between consumers' satisfaction with their tourism experiences and online reviews in the UK. On the other side, the most effective online review platforms and their influence in shaping consumer behavior in the tourism industry of the UK will also be identified and discussed in this study, which will help in delivering a clear concept about the chosen research topic. Lastly, the study will also focus on suggesting some effective strategies that the tourism businesses in the UK should consider in order to successfully respond to and manage online reviews. It can help the UK travel industry to utilise the effectiveness of online reviews in order to improve the performance of businesses in a more effective and successful way. 12

reliability. Non-professionally edited and realistic photos taken by the reviewer can perform a significant role in delivering visual proof of their experience, improving the authenticity reviews. 2.2.2.2 Reviewer's Profile and Expertise According to the theory by Carlisle, Ivanov and Dijkmans, (2021), the expertise and profile of the reviewers are major factors that play a vital role in influencing customers' trust in online reviews within the tourism industry of the UK. Customers often judge the knowledge, background, and experiences of the reviewer in the period of assessing the reliability and credibility of their feedback. There are several aspects associated with the expertise and profile of the reviewers that can directly influence trust. Some of these aspects are geographic location, demographics, knowledge and expertise, the reputation of the reviewer, frequency of the reviewer, and influence of the reviewer. The geographic location of the reviewer can directly impact their credibility, particularly when it specifically aligns with the destination being assessed. The customers are more likely to trust the reviews from individuals who have experienced or are typically familiar with the tourism industry of the UK, as they tend to understand the local context and present relevant insights. Based on the thesis by Stylos, Zwiegelaar and Buhalis, (2021), it can be stated that the demographics of the reviewers can also directly influence trust. Customers may feel more disposed to effectively trust reviews from individuals who share similar characteristics, such as travel preferences, age, or cultural background. All these shared demographics can directly help the potential visitors associated with the experiences of the reviewers and assess the relevance of the feedback. The reviewers who show knowledge and expertise in particular aspects of the UK's tourism industry, such as attractions, accommodation, or local culture, are often apparent as more trustworthy. The customers value reviews that play a significant role in providing depth information and demonstrating a real understanding of the subject matter. The expertise can be displayed through particular details, industry-specific terminology, or insider tips utilised in the review. Kesgin and Murthy, (2019) stated the reviewer's reputation within the community of online review can significantly play a major role in the process of influencing trust. Customers generally rely on reviewers who have established themselves as trustworthy and reliable contributors over time. 2.2.2.3 Volume and Consensus 15

2.2.4 Most Effective Online Review Platforms and Their Influence in Shaping Consumer Behavior in the Tourism Industry of the UK Based on the viewpoint of Mariani, (2020), there are some of the most influential online review platforms in the UK tourism industry, such as Google Reviews, TripAdvisor, Yelp, Booking.com, Trustpilot, and more. Platforms Focus Area Differentiation TripAdvisor Includeseveral travel-related services, such as restaurants, hotels, attractions, and more. Extensive user base, international popularity, recommendations, photos, and reviews. Google Reviews Allow visitors to review and rate establishments directly on Google Search or Google Maps. Dominance in search engine usage, convenience, impact on online reputation. Expedia Integrating user reviews into its platform for travel packages, hotels, and flights. Widely used online travel agency, positive reviews boost confidence and bookings. Booking.co m Featureconfirmed guest reviews for a variety of accommodations and hotels. Large selection of accommodations, focus on cleanliness, quality, and service. Yelp Expand restaurant reviews to cover attractions, hotels, and tourism- related establishments. Detailed ratings, reviews, user recommendations, advice-seeking from travelers. Oakville (on TripAdvisor) Utilizing TripAdvisor to showcase Oakville's appeal and charm to potential visitors. Highlighting waterfront, cultural scene, reviews as recommendations, increasing engagement. Table 1: Summary of Each Platform’s Focus Area and Differentiation to Improve Online Reviews TripAdvisor can be considered one of the most popular and largest online review platforms internationally. It plays a major role in the process of covering a broad range of travel-related services, including restaurants, hotels, attractions, and more. Consumers are also capable of reading and writing reviews, viewing photos, and getting recommendations from other travelers. 18

effective and beneficial strategies in order to manage online reviews are monitoring online review platforms, responding professionally and promptly, personalising responses, encouraging positive reviews, learning from negative reviews, showcasing the positive reviews, responding and monitoring to social media responses and taking conversations offline. The initial step in the process of managing online reviews is to dynamically keep an eye on a variety of review platforms such as Google My Business, TripAdvisor, Yelp, and social media channels. Checking these platforms on a regular basis can play a vital role in allowing businesses to stay up to date about customer feedback, deal with major concerns punctually, and recognise all areas for development. The idea of employing social media listening tools can play a major role in helping businesses track sentiment analysis, mentions, and emerging trends. According to the article by Floren, Rasul and Gani, (2020), it can also be stated that responding to all the reviews from the users in a regular way is another major strategy for managing online reviews successfully. Professional and timely responses to online reviews help demonstrate a promise to customer satisfaction and showcase the responsiveness of the business. Whether the customers' review is negative or positive, it can be considered very important to respond punctually. The businesses should also thank the reviewers for their reviews and feedback, deal with their concerns, and deliver effective explanations or solutions where necessary. An empathetic and courteous tone in responses performs a major role in the process of building a positive perception of the business and shows the potential users that their opinions are appreciated and valued. Based on the viewpoint of Mariani and Nambisan, (2021), the idea of personalizing the responses to online reviews can significantly improve customer satisfaction in a direct way. It can be considered very important to avoid generic responses and instead deal with the reviewers by their names and reference particular details from their reviews. This personal touch plays a significant role in the process of demonstrating that the business actually cares about the individual customers and their experiences. In addition, the personalised responses can also encourage the reviewers to recommend and revisit the business. According to the viewpoint of Sutherland et al., (2020), encouraging positive reviews is very important for businesses in the process of managing their online reviews. Kesgin and Murthy, (2019) said the idea of encouraging satisfied customers to share their positive reviews and feedback can be considered effective in improving the online reputation of businesses. After delivering outstanding service or an unforgettable experience, the businesses are capable of politely requesting the customers to successfully share their feedback 21

on the review platforms. This can specifically be done through email campaigns, direct requests, or by displaying signage with the review site information at the business location. Though, it can also be considered very important to note that the idea of incentivizing the reviews is not in favor of the policies of many review platforms and need to be avoided. According to the article by Han, (2021), negative reviews can be considered very effective in providing important insights into the areas where developments are required. Instead of going through the negative feedback as a detriment, the tourism businesses across the UK should see it as a chance to learn and develop. The business should analyse the recurring problems mentioned in the negative reviews and take practical steps in order to address the issues. Mariani and Nambisan, (2021) stated by the idea of responding to negative reviews profitably and offering compensations and solutions where suitable, the businesses are capable of demonstrating their dedication to customer satisfaction. The idea of highlighting positive reviews on social media channels, the business's website, or other marketing materials can considerably manipulate the decision-making of potential customers. The business should feature positive ratings, testimonials, and feedback importantly, as they provide social proof and put up trust. The idea of sharing positive reviews also helps in acknowledging and appreciating the customers who have taken the time to successfully share their positive feelings and experiences. Based on the thesis by Kesgin and Murthy, (2019), it can also be stated that the idea of responding to and monitoring social media mentions can be considered very important for the process of maintaining a positive online presence. The idea of checking for comments, tags, and messages on a regular basis on the platforms like Instagram, Facebook, and Twitter can also help businesses to manage online reviews in an efficient and successful way. Businesses in the UK travel industry also need to respond punctually, deal with queries, and thank the users for submitting their honest reviews in order to maintain the flow of submitting reviews about the services delivered by the businesses. 2.3 Conceptual Framework 22

Online Reviews in shaping consumer behavior in UK’s Tourism Industry Effective Online Review Platforms in the UK Tourism Industry: Trip Advisor Google Reviews Expedia Booking.com Social Media Platforms Strategies for Managing Online Reviews Monitoring and Responding Engaging with Reviewers Leveraging Positive Reviews Dealing with Negative Reviews Figure 1: Conceptual Framework (Source: Created by Author) This conceptual framework focuses on demonstrating the different online review platforms in the UK’s tourism industry. These online review platforms can be considered by businesses for allowing the user to share their negative or positive experience. There are different kinds of strategies that require be maintaining and following by businesses to manage online reviews in an efficient way. 2.4 Literature Gap This section of the literature gap helps in identifying all the major areas associated with the chosen research topic that has not been addressed and discussed in this study. This study has not precisely discussed the strep-by-step process of how to manage online reviews, which played a major role in preventing this study from being more specific and detailed on the chosen topic. On the other hand, the study has only focused on analysing the case study of the UK’s travel industry, while online reviews can play a major role in shaping consumer behavior in many sectors. Future studies can focus on all these areas in order to improve the quality and effectiveness of the study on the selected topic. 2.5 Summary This section of the literature review specifically focused on analysing and discussing different factors that influence customers' credibility and trust in online reviews in the context of the UK tourism industry. The most effective online review platforms and their role in the process of shaping consumer behavior in the tourism industry of the UK have also been addressed and discussed in this section. The section on conceptual framework helps this study to understand the entire concept chosen in a visual way. 23

Chapter 3: Research Methodology 3.1 Overview Selecting the ideal and appropriate research methods can be considered the prime responsibility of the study. In order to maintain the quality and effectiveness of the study it can be considered very useful to execute the chapter on research methodology in an efficient and successful way (Newman and Gough, 2020). This chapter outlines the strategies and systematic approach to conduct a research study. In the case of this particular study, this chapter of research methodology will play a major role in helping to identify the role of online reviews in shaping consumer behavior in the tourism industry of the UK in an efficient way. It provides a roadmap for this whole research process ,consisting some specific detailingon research philosophy, research approach, research strategy , andprocess utilised for collecting, analysing, and interpreting the data , along with research ethics and limitation. 3.2 Research Philosophy The research philosophy chapter can perform a significant role in preparing the conviction, which helps in executing the entire research paper in a systematic way. This chapter also has a major impact in enhancing the knowledge of the research scholar about the chosen research topic in a direct way. There are generally four different kinds of research philosophy that are most widely utilised in the research paper, which includes positivism, realism, pragmatism, and interpretivism research philosophy. For this particular study , interpretivism research philosophy has been utilised in order to accomplish the desired outcome (Mukherjee, 2019). The idea of choosing a positivism research philosophy can be considered very efficient in improving the reliability of the search findings, which perform a major role in allowing the research to validate the research outcome. Selecting this philosophy, the research scholar has involved in exploring and understanding existing data by recognizing the essentiality of background and individual importance. 3.3 Research Approach The research approach can generally be addressed as one of the most significant chapters of the entire research methodology section. It is very important for researchers to select the ideal research approach in order to execute the entire research in an efficient and fruitful way. There 24

are generally three different kinds of research approaches that are most widely considered in most research papers. Three different kinds of research approaches are the inductive research approach, deductive research approach, and abductive research approach (Säfsten and Gustavsson, 2020). The inductive research approach has an intention to develop innovative and new theories, whereas the deductive research approach focuses on establishing a hypothesis by utilising existing research theories (Dodds and Hess, 2020). On the other side, the abductive research approach can be considered a mixture of both inductive researches approaches ad deductive research approaches. In the case of this particular research paper, the usefulness of the inductive research approach has been chosen. The idea of a considering deductive research approach generally aims to follow a structured and clear path, aligning with the exploratory nature of evaluating online reviews’ impact on consumer behavior in the UK tourism industry. In addition, this approach allows research scholar to identify insights and patterns that emerge from the collected data, which allows for deeper understanding of how online reviews shape consumer decisions. 3.4 Research Strategy The research strategy performs a major role in the process of executing the research paper in an accurate manner. On the other side, in order to accomplish the desired research outcome, it can be considered very important to select the ideal research strategy. There are specifically two different kinds of research strategies that are most commonly utilised in most of the research paper (Patel and Patel, 2019). Two different kinds of research strategies are qualitative and quantitative research strategy. Qualitative research strategy specifically focuses on gathering qualitative information relevant to the research topic through a primary or secondary data collection system. On the other hand,quantitative research strategy generally focuses on numerical or statistical information associated with the chosen research topic. In the case of this study, qualitative research strategy is selected to explore the complex relationship between online reviews and consumer behavior in the UK tourism industry. The idea of selecting a qualitative research strategy can help the research in the process of addressing the entire research objective in an efficient and fruitful way (Newman and Gough, 2020). Qualitative research is specifically helpful in the process of exploring emerging research areas where limited prior knowledge theories or knowledge exists. Qualitative research allows for comprehensive assessment of individual experiences and contextual factors, thereby providing distinct understanding of how 25

online reviews influence consumer decisions, preferences, and satisfaction. Overall, this research strategy has helped the research scholar to capture detailed and efficient insights regarding the research topic that quantitative approaches might not full provide.For example, one similar study by, Pahlevan-Sharif, Mura and Wijesinghe (2020) also has used qualitative research strategy to evaluate the online research in tourism, using systematic literature review. 3.5 Data Collection Method The data collection section is the most significant chapter of the entire research methodology. It is very important to select the ideal data collection method in order to maintain the authenticity and quality of the theory. There are generally two different types of data collection methods that are most commonly used in most research papers. The two different types of collection methods are primary data collection method and secondary data collection method. In the case of the primary data collection method, the research paper specifically focuses on gathering relevant information from life experiences or social gatherings such as surveys or interviews. The idea of selecting a primary data collection method can play a major role in developing a more practical, and reliable theory (Säfsten and Gustavsson, 2020). Simultaneously, the secondary data collection method, the research paper aims to develop theories with the help of multiple existing studies. However, this particular research paper has considered and utilised the secondary data collection method. Different kinds of secondary data sources have been utilised in order to gather useful and relevant information associated with the research topic. The secondary data sources that have been used in this research paper, includes reports, journals, newspapers, articles, books, empirical studies, and past related research papers (Bairagi and Munot, 2019). The secondary data collection method was selected primarily due to its convenience and efficiency for qualitative research study. It has allowed the research scholar to analyse existing sources mentioned above to assess individuals’ online reviews’ impacting their behavior to select a particular destination or platform.Also, this method saves resources, time, and provides historical perspectives. Apart from that, many past research studies, including (Naresh, Reni and Senthilkumaran, 2023) also have used secondary data collection method to examine how online reviews can provide insights into tourists’ perceptions about a tourism destination. The research study looks into the emotional split of online tourism product reviews and how ut impacts purchase intentions. Specific online review platforms like TripAdvisor, Google Reviews, 26

and Booking.com were studied, assessing the number of reviews, their impact on customer satisfaction, and their influence on decision-making.The findings were evaluated against theories from the literature review, particularly those related to customer trust, credibility, and satisfaction in online reviews in the context of the UK tourism sector. 3.6 Data Analysis Techniques It can be considered very important for research papers to select the ideal research analysis techniques in order to maintain the effectiveness of the paper. Ideal data analysis techniques can be considered very effective in the process of analysing the data that the studies have gathered with the help of secondary data collection system. The study requires selecting the data analysis technique in a sincere way as it can help the research to develop successful research findings. In the case of this particular research paper, the usefulness of the thematic tool is considered and utilised in order to analyse the qualitative information that the study has gathered through a secondary data collection system (Patel and Patel, 2019). The data collected from the secondary sources is analysed using content analysis. This involved in-depth analysis to identify patterns, themes, and relationships related to the role of online reviews in shaping consumer behavior in the UK tourism industry. 3.7 Research Ethics Ethics can be considered one of the most significant factors required to be followed and maintained by the research studies in order to successfully complete the studies. Maintaining research ethics helps the studies to finish the research within a specific time limit by reducing the chances of experiencing different kinds of uncertainties. It can be considered very important to check the accuracy of the data sources that have been selected in the period of performing the research in order to maintain the effectiveness and quality of the study. The study should not emphasise any kind of business in the period of performing data collection and data analysis. In the period of executing this research paper, all the guidelines and standards of the General Data Protection Act have been followed and maintained in the research paper in order to eliminate the chances of facing future uncertainties (Bairagi and Munot, 2019). On the other side, it can also be considered essential for the researchers not to reveal the entire process of data collection as it may have a major impact on the authenticity and effectiveness of the study in a negative way. After completing the research work, it is important to destroy the copies of all the data sources 27

that have been considered in the period of executing this study, which can play a major role in maintaining the quality and authenticity of the whole research. 3.8 Research Limitations This particular section of research limitation specifically focuses on identifying all the gaps in research methods, which may play a significant role in the process of affecting the performance and efficiency of the paper in a direct way. This research paper has only focused on gathering the relevant information by considering a secondary data collection system. The idea of utilising both primary and secondary data collection systems can help the research studies to be more innovative, realistic, and informative on the chosen research topic (Mukherjee, 2019). The idea of only considering a secondary data collection system has played a major role in preventing the research paper from being more informative, practical, and relevant on the topic “The Role of Online Reviews in Shaping Consumer Behavior in the Tourism Industry of the UK”. Future studies can consider the idea of using both primary and secondary data collection systems in order to be more informative and efficient on the selected topic. 3.9 Summary In the case of selecting research philosophy, this research paper has selected the usefulness of interpretivism research philosophy, which played a major role in helping the study to address all the research objectives in an efficient and successful way. The study selected an inductive research approach, which has played a major role in helping the research to follow a systematic and structured approach. The effectiveness of a qualitative research approach has been considered in this paper in order to analyse the role of online reviews in shaping consumer behavior in the tourism industry of the UK in a more efficient and precise way. The research paper has gathered all the relevant information associated with the research topic with the help of a secondary data collection system, where different secondary sources has been utilised. All the research ethics have been followed and maintained in the period of developing this study in order to maintain the research quality. 28

Chapter 4: Findings and Analysis 4.1 Overview This study set out to determine whether and how the emotional valence of online product reviews would affect consumers' purchase intentions because consumers are able to obtain and analyze information promptly through a variety of channels, and consumers' emotions affect their assessment of a product and purchasing intention.In order to explore the relationship between UK consumers' satisfaction with their travel experiences and internet reviews, the findings and analysis portion of this study includes qualitative data from several secondary sources. For this research paper's secondary data, reports, peer-reviewed journals, newspapers, articles, books, and others were used. The qualitative data integration in this study has been helpful for discovering a number of different variables that are crucial in the process of changing customers' credibility and confidence in online reviews in the context of the UK tourism industry. The analysis of the qualitative has made it practicable to pinpoint a relationship between internet reviews and how satisfied UK travelers are with their trip experiences. 4.2 Analysis of the Qualitative Data 4.2.1 Role of Customers' Credibility and Trust in Online Reviews for the Tourism Industry in the UK The emergence of lockdown brought on by the COVID-19 epidemic has induced a significant slowdown for travel and the whole tourism business in the UK and around the world for the past two years, or 2020 and 2021 (Attar et al., 2021). One of the first recovery trends is the digitization of travel agencies and tour operators, which is altering how buyers and sellers communicate in the market (Arici et al., 2023). Online reviews therefore play a vital role in the process of influencing consumer destination decisions and present customers with the chance to learn more about the items and services they intend to purchase (Amatulli et al., 2019). Consumers now use the internet for travel information. They seek recommendations from various sources, including sellers, experts, and fellow consumers. User-generated content (UGC) poses legal and social challenges like defamation and misrepresentation. Customers' credibility and trust in internet reviews are greatly influenced by a number of elements in the UK tourism 29

business. In simpler terms, what strongly influences the Credibility Perception of Online Reviews (CPOR) on a website are factors like the website's brand, the expertise of the advisors, the tone and consistency of the reviews, and the overall experience of the consumers (Guzzo, Ferri and Grifoni, 2022). However, factors like the usability of the website and its reputation have a less significant impact on CPOR. Burgess et al (2011) examined social and legal aspects on implications of trust in online travel information from various content creators. The study reveals that people tend to have more confidence in online travel reviews when they appear on a dedicated travel website rather than on a broader social networking platform . These findings underscore the importance of various elements in shaping consumer trust in online travel information and emphasize the need for businesses and platforms to consider these factors to build credibility among users. Online reviews from reliable and well-known sites are often trusted by customers (Gunasekar et al., 2022). Reviews from well-known travel websites, subject-matter specialists, or renowned periodicals are frequently thought to be more reliable than reviews from ambiguous or unreliable sources. It can be said that trust of the customers can be influenced by higher ratings and persistently favorable or negative comments throughout several online reviews. But one negative review among numerous positive ones might be seen as being more sincere and real. According to the study's findings, by Assaker, (2020) the website reputation, service rating, quantity, consistency, and reliability were all approved and had a favorable impact on the credibility of the client. However, in this context; Chen et. al.,(2022) observed consumers buying decision depending on visual attention in comments and valence of comment, which can influence the purchase intention. The study has preciously focused on online product review; for identifying the impact of online reviews on the consumers’ purchasing decisions specifically for those products, which can be brough through online only. Similarly, for this study; the aim is to identify the role of online reviews for the tourism sector, which can be brought through online. This signifies purchase intention depends on emotions of the customer and appearance of the online advertisement by using organizational marketing strategies. 30

(Source: Chen et. al., 2022) The results indicate that trust in online travel booking decisions is highly connected with information quality aspects including reliability, openness, and comprehensiveness, and the connection can be characterized as strong. This is due to the fact that before making a purchase, online customers wanted all the information they could gather about the businesses' services, including travel packages, lodging, transportation, and hotel reservations (Chakraborty, 2019). In the present times, the online travelers first trust the online travel sites before making any purchases. Agag and El-Masry (2017) studied the factors and consequences of consumer trust in the context of online travel websites. The notable factors like propensity to trust, reputation, perceived website size, ease of use, perceived usefulness, and website quality all contribute to building trust in these platforms. Consumers are willing to trust online travel websites even if they haven't personally used them before, relying more on factors like reputation and perceived usefulness. This could be attributed to the influence of online reviews and recommendations from peers. Overall, trust impacts consumers' attitudes, perceptions of risk, and their intention to make travel purchases online. For instance , the online travel sites provided by the tourist businesses including Cosmos, Collette, Topdeck and others involve gathering information and engaging in activities that give the customers the information they need to feel confident using the services and making purchases (Luo et al., 2021). 31

Based on the collective findings of these studies, it is evident that high-quality websites, as characterized by factors such as accurate and timely information, play a crucial role in fostering customer trust in the tourism industry. This suggests that tourism companies should prioritize the enhancement of their website quality to not only provide valuable information but also instill confidence in potential customers. Online interfaces should focus on the wealth of service information, particularly the best ticket discounts, by comparing costs from different airlines and travel companies (Assaker et al., 2020). This will contribute to higher customer satisfaction and trust, which will boost the credibility of the reviews left by customers. The most important factors in preserving trust from online reviews are a tourism company's service quality, participation, and website quality since customers are more inclined to share great experiences on social media, spreading the influence of reviews to a wider audience. Figure 2: Website Design of Cosmos (Source:Cosmos, 2023) 32

Cosmos have successfully leveraged high-quality website design to boost customer trust. The website design of Cosmos, as depicted in Figure 2, serves as an excellent example of how user interface design can enhance customer trust. The ease and convenience with which clients can obtain the information they require and complete a transaction on a certain website for travel planning services is reflected in the perceived site quality score (Saydam et al., 2022). This is one of the elements that significantly boost consumer confidence in the products and services provided by travel agencies, particularly those in the UK. An online website's high quality can be determined by its Google Reviews, ratings from different travel agencies, and factors like accessibility, layout, visual appeal, and page load time. Almakayeel (2023) examined the connection Between the Quality of Travel Websites and Customer Satisfaction's Impact on Purchase Intentions. Similarly, Tam, Pereira and Oliveira (2022) focused on identifying the factors impacting the purchase intention of online travel consumers. Based on the research on 500 frequent international travelers who use travel websites, quality of travel websites directly affects customer satisfaction, subsequently influencing their purchase intentions (Almakayeel, 2023). Specifically, factors like loading time, security, and visual appeal positively contribute to website quality. Moreover, website quality, trust, and brand image collectively play a role in shaping consumer behavior intentions in the context of online travel (Oliveira, 2022). Therefore, trust influences customer attitudes toward making purchases from an online store and stimulates online customer purchasing activity (Filieri, and Mariani, 2021). In fact, preserving buyer-seller relationships and fostering consumer loyalty depend on trustworthiness. Online reviews are therefore beneficial in the process of forming customer preferences and having an impact on their decisions when choosing accommodations. Travelers can learn more about a range of areas of their trip by reading the reviews, including dining establishments, attractions, transportation, customer service, and local tours (Shin, and Nicolau, 2022). Consumers are able to effectively share their recommendations, lessons learned, and red flags through online reviews, giving others the information, they need to make better selections. Positive evaluations help spread the word about attractions, locations, and businesses, increasing the number of travelers that visit them. 33

4.2.3Online Reviews and the Level of Consumer Satisfaction with Their Travel Experiences in the UK Online reviews and consumer satisfaction with travel experiences have a complex and intertwined relationship in the tourism industry. Online evaluations play a unique role in how people feel about their travel experiences, the choices they make, and how satisfied they are overall. Customer satisfaction and employee perceptions of the company, particularly in the UK environment, have a significant impact on how well the tourism industry performs. Customers attain the psychological state of customer pleasure by subjectively evaluating how well items or services meet their needs (Wei, and Kim, 2022). Consumers are relying more on online consumer reviews (OCRs) to make informed choices regarding tourism products (Albayrak et al., 2019). Nonetheless, there is growing apprehension regarding the credibility of these OCRs. There are four aspects of website quality, such as design, information, gratification, and rewarding. Website quality has an impact on both hedonic value and trust, ultimately influencing customer loyalty (Albayrak et al., 2019). Travel review websites on the internet, a type of social media, have emerged as a crucial source of information for travelers who make arrangements online. User satisfaction is positively influenced by both external factors, such as the quality of consumer reviews, and internal factors, such as the credibility of the source, highlighting their significant roles (Hwang, Park and Woo, 2018). This means prior to participating in a tourism experience, customers typically do their own research and read online reviews to find out more about the destinations, accommodations, activities, and services (Ngoc Quang, and Thuy, 2023). Customers are more likely to believe they got good value for their money if the experiences match the positive parts emphasized in the evaluations. Consumers frequently think back on their travels after engaging in tourism and some even post online reviews to share their stories. The overall mood and subject matter of these reviews will be influenced by their level of contentment, which in turn will affect other potential tourists (Jun, 2020). A feeling of social influence is created by online reviews, and customers may feel pressured to match their own opinions and reviews with the consensus (Kim, and Kim, 2022). Their reported levels of satisfaction may be impacted by this. Consumers may be less upset if they run into potential drawbacks if they are aware of them before their trip, which could result in a more 34

accurate assessment of their overall pleasure (Nilashi et al., 2021). Customers may be disappointed and less satisfied if their actual experiences are very different from the favorable online reviews they relied upon. Online reviews are frequently tracked and addressed by tourism businesses. Customer’s happiness can increase if businesses respond promptly to complaints and address them, as it shows them that their problems are treated seriously. The impact of COVID- 19 on the travel industry, highlights that while satisfaction ratings among travelers have remained high, negative sentiments are on the rise (Scully et al., 2021). Despite a sense of satisfaction, there are concerns that as travel volumes increase and business travelers return, there may be a wave of customer dissatisfaction, potentially affecting loyalty. Before making a decision about a trip, consumers typically check for information in the traveler accounts posted through various internet platforms (Le, and Ryu, 2023). It can be considered that online reviews play a vital role in modern travel planning, offering travelers valuable insights into various aspects of their journey. These reviews not only help in making informed decisions but also foster exploration and discovery of new experiences. The strong connection between consumer decision-making and online reviews underscores their significance in the contemporary digital landscape, where they have evolved into a crucial source of information for travelers. Figure 3: The Online Review Effects onthe Customer Buying Decisions (Source: Mariani, and Borghi, 2022) 35

According to data on the usage of internet reviews, even positive comments about the tourism services may have a good effect on choosing to use the specific company for travel packages.This is due to customers who only leave good evaluations having more credibility. The importance of online reviews is made even more clear by the data shown above, which demonstrates the vast majority of people who would not even consider purchasing something without first researching it online. Additionally, the likelihood of success increases by 15% if they can persuade these clients that the ratings, they read are reliable (Luo et al., 2021). Overall, it means positive online reviews significantly influence travelers' choices, as they enhance a company's credibility. Most people research online before buying, and trust in reviews boosts success chances. Figure 4: Customers Interest Towards the Online Reviews (Source:Xu et al., 2019) The majority of customers think that a business rating needs to have an average of 50 reviews in order to be reliable. According to studies on online review utilization, number is just as significant as quality for determining how trustworthy a business rating is. Specifically, about 50% of consumers believe that a rating with between one and fifty reviews is most likely 36

accurate (Ngoc Quang, and Thuy, 2023). A little over 30% would want to have up to 500 customer reviews, preferably more than 50. It's interesting to note that 5% think 1,000 is a sufficient quantity. Then there are the 12.9% who don't give any thought about ratings or statistics (Pop et al., 2022). According to the graph, it can be inferred that favorable reviews increase a service provider's and a destination's assurance and credibility, which increases the possibility that they will be chosen. Negative evaluations, on the other hand, can instantly damage the reputation of a business or a location and have a substantial impact on the process of turning away potential clients (Nilashi et al., 2021). Highly negative online reviews can spread discontent and harm a company's reputation (Wei, and Kim, 2022). Even if a particular tourist had an excellent experience, the disproportionately large number of negative comments may make them feel less happy. Customers' satisfaction is primarily influenced by factors such as refund policies, speed of service, ease of use, and assurance. These factors rank highest, while negative reviews, affordability, and exceptional service, as well as comparison, follows closely behind (Wu and Riantama, 2022). 4.2.4 Successful Online Review Sites and Their Impact on Influencing Consumer Behavior in the UK Travel Industry Online reviews have since become widely accepted as having a significant impact on travelers' decisions because, equipped with the knowledge, travelers utilize reviews to compare several options and determine which one provides the greatest experience based on other travelers' input (Amatulli et al., 2019). This review reviews give traveler’s confidence in their first decisions and inclinations. Prospective visitors frequently use evaluations to assess the caliber and reliability of a location, a lodging option, or an activity. While unpleasant reviews can turn away potential consumers, positive ones can increase interest and bookings. Peer reviews and opinions are more likely to be trusted by customers than traditional advertising (Kitsiosn et al., 2021). Positive online reviews serve as recommendations from other tourists and lend credibility to their dependability. This might have an immediate effect on how satisfied customers are with their travel experiences. Before visiting a place, a visitor's expectations may be influenced by online reviews. 37

. Figure 5: The Most Used Online Review Content Platform (Source:Wei, and Kim, 2022) Given how frequently Google is used as a search engine, the comments made there have a significant influence on both domestic and international travelers looking for information and reviews on UK travel services (Shin and Nicolau, 2022). The data above demonstrates that Google tends to be 59% more reliable than other brand websites. According to data on online reviews, restaurants and small local businesses both earn 18% of all online evaluations. As a result of the advancement of AI and other customer service trends, a wide variety of tools and technologies have been used by many businesses. Apart from this, brand websites/448are utilized for many different reviews, such as accumulating essential data, resolving typical customer issues, and pre-filling forms (Djafarova, and Geere, 2023).These platforms have significantly influenced the choices, viewpoints, and experiences of visitors. Online reviews have played a significant role in determining the success and reputation of UK tourist enterprises, including several large players like Cosmos, Topdeck, and other well-known tour operators. This is because social media platforms are being used more often online and because many businesses rely on them to attract visitors (Bigne et al., 2020). 38

In tourism research, online travel reviews are a valuable data source, often gathered exclusively from a single platform for research purposes (Guo, Pesonen and Komppula, 2021). However, based on the research including many travelers and industry experts, which includes tour operators, hotel owners, and agents, Tripadvisor, Yelp, Trust Pilot, and Google are the leading platforms having ost reliable user-generated content (Murphy, 2023). These firms implement measures to guarantee the reliability of displayed reviews and provide users with options to challenge content or use icons within the post to report concerns, like promotional or non- authentic reviews (Murphy, 2023). Figure 6: The Effectiveness of TripAdvisor Review (Source:TripAdvisor, 2023) One of the biggest and most popular travel review websites in the world is TripAdvisor (Nilashi et al., 2021). Travelers in particular now have a powerful platform to share their thoughts and experiences due to the growth of social media outlets and review sites.The online review’s comprehensive database of user-generated ratings includes evaluations for a wide variety of lodgings, eateries, attractions, and activities (Chakraborty, 2019). Reviews on TripAdvisor have a significant impact on consumers' decisions on travel-related services, lodgings, and destinations. Bookings and business performance can be influenced by positive TripAdvisor reviews. This 39

examination of review content on Tripadvisor's website demonstrates why the company's long- form reviews are qualitatively superior to those found on other review sites, especially when it comes to swaying purchasing choices. In comparison to other sites, Tripadvisor is dominating this field thanks to its 100% long-form accommodation reviews (TripAdvisor, 2023). Online reviews were deemed "extremely or very important" when making travel decisions by three out of four respondents. For lodging (82%), attractions (77%), and restaurants (70%), this is universally true (TripAdvisor, 2023). Contrary, Booking.com, which is largely renowned as a booking platform, also offers thorough visitor reviews for lodging. The user reviews on Booking.com, like those on other websites, are crucial in assisting tourists in selecting accommodations. The "Verified Reviews" emblem on the website increases the legitimacy of its reviews. Google Reviews, on the other hand, offer a forum for customers to post reviews and ratings for companies, including those in the tourism sector (Mathayomchan, and Taecharungroj, 2020). The statistics from 2019 reveals that 60% of UK travelers relied on online review platforms for destination and accommodation information, but only 50% of respondents expressed trust in the accuracy of these reviews (Statista, 2020). Overall, this indicates that online travel reviews play a crucial role. Platforms like TripAdvisor, Google, and Booking.com are influential in travelers' decision-making, with TripAdvisor's long- form reviews standing out for their impact on choices and trustworthiness being a concern among users. 4.3 Summary Analyzing the information gathered reveals that online review serves a significant part in influencing consumers' decisions when it comes to the travel business. Positive internet reviews about the tourism company can increase hopes, and if those dreams are realized or exceeded, customer satisfaction levels may increase. Consumer decisions about which tourism-related goods and services to purchase from the business are significantly influenced by online reviews. It can be asserted that positive customer reviews may influence potential clients to choose a specific location, hotel, tour, or activity, ultimately influencing their level of satisfaction. The study's qualitative data reveals that internet evaluations that accurately reflect the actual travel experience may affect customers' pleasure and benefit the industry as a whole.Customers are more likely to feel delighted if their experiences match the glowing reviews they have read, 40

which gives the company more leeway to take all these factors into account. According to the study, several well-known online review sites also influence consumers' attitudes toward the travel industry. It should be noted that favorable online reviews posted on TripAdvisor, Yelp, and Google Reviews help to raise the perceived worth of travelers' experiences. Customers now have an easier time comparing prices, services, and other factors offered by competing tour operators because of online platforms. 41

Chapter 5: Discussion 5.1Elements influencing consumers' trust and reliability in online reviews in the UK tourism industry From the research study's findings and analysis section, it can be concluded that customers' trust in a review platform can be directly and considerably impacted by that platform's reputation. Platforms that are important in the process of enabling firms to address customer feedback and fix various issues show a dedication to transparency, which is further deemed successful and beneficial in fostering customer trust. Because of the exponential rise in social media use, consumer behavior is more influenced by the advice and viewpoints of other users, especially when making purchasing decisions (Chakraborty, 2019). As a result, while choosing holiday packages and tourism services, the veracity and persuasiveness of online reviews are crucial. These concepts are especially pervasive in online travel forums, where members regularly talk about their journeys and seek out advice from other members (Djafarova, and Geere, 2023). The visibility algorithms used by Amazon, TripAdvisor, and Yelp heavily rely on consumer reviews found online. The data findings from various studies shed light on the complex factors that influence consumer trust in online travel reviews and websites. Factors like website brand, reviewer expertise, and review tone play a pivotal role in shaping the credibility perception of online reviews. Dedicated travel websites are more trusted for travel information than broader social platforms. Moreover, reputation, perceived usefulness, and website quality contribute significantly to building trust in online travel platforms. Apart from that, user interface design, exemplified by Cosmos, can enhance trust. Additionally, website quality, trust, and brand image collectively influence consumer purchase intentions in online travel. These findings underscore the multifaceted nature of trust in the online travel industry, emphasizing the importance of a holistic approach to building credibility among users. Overall, the reliability and validity of online reviews has emerged as one of the key elements impacting consumer trust. Customers' credibility and confidence in online reviews are influenced by a range of circumstances, especially within the context of the UK tourism business. Trust can be directly influenced by a number of factors related to the reviewers' competence and profiles. 42

5.2Association between consumer’s satisfaction with their tourism experiences and online reviews in the UK Data analysis in the context of consumer reviews and the travel industry involves examining various factors such as website quality, credibility of reviews, and customer satisfaction. Researchers like Albayrak et al. (2019) emphasize the importance of website quality in influencing trust and customer loyalty. Additionally, Hwang, Park, and Woo (2018) highlight the role of external and internal factors in shaping user satisfaction. The impact of COVID-19, as noted by Scully et al. (2021), introduces a dynamic element, suggesting that high satisfaction ratings may not always translate into long-term loyalty. Overall, data analysis in this domain helps uncover trends, correlations, and potential areas for improvement in travel services, leveraging the power of online reviews as a valuable information source. On the other hand, research and analysis from various secondary sources have shown that transparent and fair internet reviews can help control visitors' expectations. Tourists are more inclined to be satisfied with their actual experiences when they have a realistic expectation of what to expect. Online evaluations give customers a way to communicate their opinions and requests to the tourism industry (Assaker et al., 2020). The standard of services and products may be improved as a result of this feedback loop, which will ultimately increase consumer happiness. Tourists' impressions of the value of a travel experience are influenced by online reviews. Positive evaluations raise customer expectations, and if those expectations are met or surpassed, as they often are with travel agencies like Cosmos, then customer happiness tends to rise (Kim, and Kim, 2022). The aforementioned discussion, which was based on the findings and the literature analysis, indicates that tourism service providers can also use online reviews as a source of crucial feedback for the process of improving their services and developing the overall consumer experience. Genuine, in-depth web reviews can improve the trustworthiness and dependability of a tourism product or service. 5.3Online Review Platforms in shaping the Consumer Behavior in the Tourism Industry of the UK Based on the data findings, online review sites like TripAdvisor, Yelp, and Google Reviews are among the key sources of information for potential travelers, according to the literary 43

viewpoints. These platforms are used by tourists to research many facets of their vacation, such as lodging, attractions, dining, and activities. The decision-making processes of tourists are substantially influenced by reviews on these platforms. Positive ratings on sites like TripAdvisor, Yelp, and Google ratings can entice travelers to a specific location, lodging, or activity while unfavorable reviews can scare them away (Saydam et al., 2022). These reviews are frequently used by tourists to support their selections and decide with knowledge. Travelers' assessments of a tourism offering's quality are influenced by the reviews' overall rating and acceptance.With this, the scholarly review demonstrates how tourism businesses may leverage online review information to enhance their offerings. According to the assessment of secondary data, online reviews have an impact on how tourists judge the value of the experiences and services they receive. A tourism product or service's perception is improved by high ratings and favorable reviews, which enhances expectations for the product's quality and the possibility that customers will book a reservation. Visitors routinely comment on, query, and ask for clarifications about online reviews. Potential tourists can have a more thorough grasp of a location or service through this interaction (Filieri, and Mariani, 2021). Moreover, the analysis suggests that online reviews significantly influence travelers' decisions, with TripAdvisor, Google, and Booking.com being pivotal platforms. TripAdvisor's long-form reviews carry substantial weight, although trust in review accuracy remains a concern, indicating the enduring importance of online travel reviews in the UK travel industry. 5.4Effective methods for managing online reviews that UK tourism businesses can implement It can be stated that managing online reviews is crucial for enhancing customer service, according to the literature research and analysis of scholarly opinion. A few helpful tactics for managing online reviews include tracking online review platforms, immediately personalizing adjustments, learning from negative feedback, showcasing the positive comments, and monitoring social media comments, and taking interactions offline. The first step toward handling online reviews is to dynamically monitor a number of review platforms, including social media outlets, Google My Business, TripAdvisor, and Yelp (Ngoc Quang, and Thuy, 2023). Frequently reviewing these platforms can be crucial in enabling firms to keep informed about client input, address pressing issues promptly, and identify all potential expansion 44

possibilities. Utilizing social media platforms has the ability to help UK tourism businesses greatly by analyzing sentiment analysis, mentions, and new trends to attract customers to the brand (Luo et al., 2021). However, it can be inferred from the qualitative analysis of the study that businesses can demonstrate their dedication to customer pleasure by profitably addressing to negative reviews and offering solutions when necessary. The strategy of highlighting positive reviews on social networking sites, the company website, or other forms of advertisement can have a big impact on the choices that prospective buyers make while travelling (Shin, and Nicolau, 2022). For the success of the tourism company maintaining a positive online presence, the strategy to respond and monitor social media discussions can be viewed as highly significant to know the perception of the customers towards the tourism company. While at the same time, negative reviews should be taken seriously and used as a springboard for improvement by UK tourism organizations. They should make improvements to the current consumer travel services or options based on the bad experiences (Xu et al., 2019). In light of the evaluation of the data from the literature review and the findings, it can be said that Positive customer reviews, endorsements, and comments are crucial for building trust and social proof for the company. The concept of giving positive testimonials also aids in recognizing and valuing the clients who have invested the time to effectively communicate their good emotions and experiences. 45

Chapter 6: Conclusion and Recommendations 6.1 Conclusion In the context of the UK tourism business, this research study has served a significant role in identifying a number of various aspects that are crucial in the process of influencing customers' credibility and trust in online reviews. This entire study has aided in the analysis of the connection between UK consumers' happiness with their travel experiences and internet reviews. On the other hand, the research has become more understandable in discussing all aspects related to the significance of online reviews on consumer behavior by identifying the top-performing online review platforms and their influence on consumer behavior in the UK tourism industry. The research underscores a critical issue in online reviews authenticity. For instance, fake reviews, often engineered by rival businesses to smear competitors or boost their own reputation, cast doubt on the reliability of online reviews. This blurs the line between genuine and fraudulent evaluations, eroding consumer trust and the credibility of the review system. Additionally, online reviews can reflect subjective and biased opinions, influenced by travelers' individual interests, expectations, and experiences. These factors contribute to contradictory viewpoints and challenge the integrity of online reviews, emphasizing the need for measures to address authenticity and bias in the online review ecosystem to ensure more reliable consumer guidance. The study depended on employing a variety of secondary sources to get its conclusions. Using a variety of secondary sources, such as books, journals, websites, and articles with peer review, the study has been successful in exploring in-depth knowledge on the use of the online review in influencing the travelling decisions of the visitors. As a result, researching new study fields and meeting the research objectives have both benefited from qualitative research. The research study highlights that customers find it challenging to make an informed choice based solely on the evaluations due to this prejudice. The lack of uniformity and standardization in the process of analyzing and grading various parts of the tourism business is another key problem connected to online reviews. However, other tourists evaluate lodgings, dining establishments, or activities using these criteria. The usage of online reviews is becoming more crucial when making travel decisions because some reviews may prioritize affordability over location or service quality. Due to this variance in outcomes, it is challenging for customers to 46

access multiple options and make wise and effective decisions based on evaluations. Lack of standards may restrict the usefulness of online reviews as trustworthy sources of information. The study reveals that consumer attitudes and travel preferences can be greatly and directly influenced by online reviews. It may be claimed that travelers are relying increasingly on websites like TripAdvisor, Google Reviews, Brand websites, Booking.com, and Yelp to assess the quality, standard, and overall experience of vacation rentals, hotels, resorts, and other lodgings. The positive ratings are seen to be especially successful in drawing attention to elements like hygiene, comfort, exceptional service, and value for money that directly influence consumer decisions. Additionally, user-generated photos are usually included in online reviews so that potential guests can assess the accommodation visually before making a reservation. Negative reviews do, however, contribute significantly to identifying the primary issues, such as shoddy upkeep, substandard service, or false advertising that might deter future visitors from reserving a certain property. 6.2 Recommendation To increase the beneficial impact of internet reviews on tourists, tourism businesses can adopt a number of proactive measures. Businesses may enhance how internet reviews affect travelers by actively overseeing their online profile and customer experiences. Here are some recommendations for managing internet reviews that travel agencies can put into practice. Maintain Online Presence: In light of the significant impact of online reviews on consumer trust and decision-making in the UK tourism industry, businesses should prioritize maintaining a strong online presence on reputable review platforms like TripAdvisor, Google, and Booking.com. This is because consistently positive reviews and engagement with customers' feedback can boost credibility and attract more travelers. Prompt response to reviews: One of the key elements in boosting online reviews is timely participation. It is crucial for tourism businesses to reply quickly to both positive and negative evaluations, demonstrating their dedication to customer satisfaction. The worries of the tourists should also be addressed by 47

the tourism businesses. Companies can show a proactive attitude toward customer feedback by using review answers as an opportunity to address and rectify any issues brought up by visitors. Highlight Guest Feedback: Another strategy a tourism company may employ to positively affect the influence of online reviews is on-site recognition. Good feedback from customers and testimonials posted in public spaces to reassure guests and demonstrate the company's dedication to client happiness can be a great way to attract new consumers. Positive customer reviews can be used by UK tourism businesses into their marketing materials, websites, and advertising efforts to reinforce this measure. Therefore, it can be concluded from the information that it is crucial for tourism firms to effectively build effective tactics in order to respond to and handle online reviews in order to retain a positive brand image and attract more clients. The first step in managing online reviews is to constantly monitor different review platforms like Google, TripAdvisor, Yelp, and social media outlets. Regularly checking these platforms can be crucial in enabling firms to keep informed about client input, address pressing issues promptly, and identify all potential expansion possibilities. 6.3 Future research scope Secondary data analysis has shown numerous promising directions for further investigation into how online reviews influence consumer behavior in the tourism sector of the UK. Since the research study attempts to examine the secondary data to understand the impact of online reviews in affecting consumer behavior in the tourism business, it may be argued that the use of the primary data may have added more value to the research conclusions. In contrast to secondary data, which may be of less value, primary data might provide real-world, applicable information about the research. In the future, the survey and interview could be used as the key data collection methods for the research study. 48

Personal Reflection Introduction I had a lot of feelings and thoughts while working on the dissertation that the Gibbs Reflective Framework can help to better describe. It is a methodical framework for directing people while they engage in reflective thought (Adeani et al., 2020). Figure 6: Gibbs Reflective Framework (Source:Adeani et al., 2020) I think adopting the Gibbs Reflective cycle for reflecting on my dissertation journey has been chosen to emphasize the successes, difficulties, and personal development I encountered while carrying out the study (Rinzy, 2020). I gained knowledge on the value of efficient time management, adaptability, and asking advice from the mentors when conducting research. Description: As I worked on my dissertation, I did a thorough analysis of how online reviews impact customer behavior in the UK travel industry. I conducted a detailed study of the data, extensive research, and examined numerous statistics to determine how internet review sites impact travelers' decision-making (Assaker et al., 2020). The conduction of the study has improved not 49

just my research abilities but also my comprehension of the dynamic interaction between online reviews and customer behavior, making me better prepared for problems in the dynamic business environments. Feelings: When I began working on my dissertation, I was eager to explore a topic that was both current and important but still needed scholarly attention. Although the literature's tremendous amount of knowledge and variety of opinions occasionally left me feeling overwhelmed, I also experienced a sense of satisfaction as I started to draw connections and unearth insights on online reviews in the context of the tourism sector (Adeani et al., 2020). I did, however, encounter times of frustration and self-doubt as I dove into the immense sea of literature and dealt with difficulties in data processing. Evaluation: Undoubtedly, working on this dissertation enabled me to gain a profound grasp of how consumer behavior is influenced by internet evaluations in the UK tourism sector. I improved my analytical skills, developed my research techniques, and learnt how to assess sources critically (Lia, 2020). It was difficult to manage the sheer amount of data and combine the results into a coherent story, though. Positively, engaging me in the literature improved my critical thinking abilities and increased my knowledge. Relevant patterns and relationships were discovered through the data analysis (Sekarwinahyu et al., 2019). However, I believe that analyzing information, ensuring its accuracy, and combining the findings into a clear conclusion required an extensive learning process. Analysis: The process of writing the dissertation made clear how important careful preparation and organization are for a task this size. A stronger comprehension of research methodology and the significant influence of internet evaluations on passengers' decision-making were among the positive findings (Rinzy, 2020). On the other hand, I saw the necessity of improved data management methods and the significance of promptly obtaining advice when facing difficulties. The benefit was that I had a thorough understanding of the subject and its ramifications for the travel and tourism sector. 50

Conclusion: I should have set up more organized deadlines and milestones in the past to ensure a more seamless development of the dissertation. I also understood the importance of consulting peers or experts for advice when facing difficulties. I learned from the experience how important persistence and flexibility are while completing challenging research projects. Action Plan: Setting specific objectives and breaking down activities into manageable components will be my top priorities in my upcoming research endeavors (Yaacob et al., 2021). To ensure a more concentrated and efficient research process, I'll also use the critical assessment skills I've learned to various study contexts. 51

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Appendix HBS Research-Based Project Log 2021 – 22 This is an important document, which will need to be attached to your research-based project. This log will be taken into consideration when awarding the final mark for the research-based project. Student’s Full Name: Student ID: Supervisor’s Name: Module Leader’s Name: Research-based Project Topic: SECTION A: MONITORING STUDENT RESEARCH-BASED PROJECT PROCESS The below date plan is to be agreed between the student and supervisor and will be monitored against progress made at each session. Activity Milestone/Deliverable Date Final details of proposal to be agreed between student and supervisor Suggest milestones are: 1 Refine initial proposal 1 1 0 3 2 0 2 3 2 Complete literature review 1 5 0 5 2 0 2 3 3 Complete methodology section 3 1 0 5 2 0 2 3 4 Complete data collection 1 5 0 6 2 0 2 3 5 Complete data analysis 3 0 0 6 2 0 2 3 6 Complete conclusions and recommendations 1 5 0 7 2 0 2 3 7 Submit draft for feedback 2 5 0 7 2 0 2 3 62

SECTION B: ETHICS Ethics form protocol number (Primary Research Only): _________________ SECTION C: RECORD OF MEETINGS You have the opportunity to meet your supervisor SEVEN times ONLINE OR FACE-TO-FACE (to be discussed with your supervisor) (for up to 45 minutes each). Record the outcomes on this form to help you to monitor your progress Meeting 1 Date of Meeting Progress Made  Conversation about the submission date of proposal and final report  Title selection and aim and objectives defined  Data collection method selected  Proposal structure discussed Agreed Action  Complete the proposal and project within the deadline Student Signature Supervisor’s Signature Meeting 2 Date of Meeting Progress Made  Ethical form discussed  Submission of the proposal Agreed Action  Agreed to next meeting 63

Student Signature Supervisor’s Signature Meeting 3 Date of Meeting Progress Made  Proposal’s comments addressed  Ethical form submission Agreed Action  Progress in first two chapters Student Signature Supervisor’s Signature Meeting 4 Date of Meeting Progress Made  Receive comment on first two chapters  Submit next chapter  Rectify objectives  Rectify Literature Review Agreed Action  Proof read the first two chapters  Progress on chapter 4 Student Signature Supervisor’s Signature Meeting 5 Date of Meeting Progress Made  Receive comment on chapter 3  Submit chapter 4 Agreed Action  Provided data for analysis 64

Student Signature Supervisor’s Signature Meeting 6 Date of Meeting Progress Made  Receive comment on chapter 4  Submit the final chapter Agreed Action  Proof read the entire document Student Signature Supervisor’s Signature Meeting 7 Date of Meeting Progress Made  Receive comment on final chapter  Organize the entire document Agreed Action  Add reflection  Add proper cover page Student Signature Supervisor’s Signature SECTION D: COMMENTS ON MANAGEMENT OF PROJECT (Optional - to be completed at the end of the research-based project process) 65

Student’s comments: Objectives and other comments are rectified Supervisor’s comments: ………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… ………………………………………………………………………………………… Signature of student………………………………… Date…………………….. Signature of supervisor………………………………. Date………………… 66