Users’ reviews on tourism sites: their influence on the potential tourists

Online reviews represent one of the basic functionalities implemented under the Web 2.0 concept. Implementing the functionality of achieving reviews was made on public platforms and became the de facto standard for all web applications involving interaction between service/products providers and Internet users. Reviews information sources are used differently: first are followed peripherals clues (synthetic evaluation based on stars or ranking) as a stage of information retrieval and, after that, the processing of basic information (reviews) is shaping the person’s choosing alternatives. The study involved the use of exploratory research method. In this research we have undertaken an investigation which used a survey which was completed by 230 heterogeneous people The research resulted in finding preferred media information and the type of users who use them. Throughout our paper, the answers to two core questions concerning the approached theme can be found:• How important is, for a potential client, the online information, based on reviews published by other clients, made before choosing a tourist service?• How much do the online reviews influence the decision of buying a travel package? During the survey challenges have emerged whose solution requires additional research, thus reinforcing the importance of the chosen theme.