These gradations and the numbers or percentages allocated to them assists a potential tourist to make up his mind regarding visiting the destination. This is a major source of help to the customers. Moreover, there are reviews from tourists all over the world, some of them being official reviewers of Trip Advisor, whose reviews are given more importance as they are professional in the field. Studies have shown that this site is indeed credible for reviews (Ayeh, Au & Law, 2013). Thus, many reviewers become registered with the website in order to enhance their credibility.
The Peninsula group of hotels is a leading group of hotels internationally. As perceived through the research, this group employs the best attributes where services and comfort of the tourist is concerned. Therefore, reviews of hotels from places such as Hong Kong, China, Paris and Chicago have been obtained. Described often as ‘The Pen’, these hotels are celebrated by many travelers and travel guides alike. Therefore, places such as Hong Kong boast a great Peninsula hotel with excellent services (Warren & Gocher, 2007). There are ten hotels in the entire group; the details of which are given below.
Electronic Word-of-Mouth (e-WOM) is a classic example of online reviews that have gained importance since the advent of Internet, especially for the tourism industry. They allow potential travelers to interact with each other and reach informed decisions on the basis of valid reviews provided by those who have experienced a certain service (Racherla, Connolly & Christodoulidou, 2013). These reviews comprise not only on e-WOM but also of ratings based on particular services, and their evaluation. The e-WOM provides reviews with chances of greater accuracy, due to the verification of reviews written by many other travelers. This has a strong impact on product evaluation and subsequent purchases or bookings made by potential online customers (Lee et al., 2011). Emerging as a great way to enhance and promote online a travel agencies and websites, e-WOM has made the lives of customers as well as the people involved in the tourist industry easier.