ИСТИНА

Online reviews are one of the most popular sources of information when planning trips. This study aims to assess the role of reviews in generation Z’s hotel choice at Booking.com. Analysis of eye-tracking data and respondents’ paths on the site shows that reviews have an impact on hotel choice. According to the regression analysis, the order of reviews, titles, photos in reviews and the length of text with negative experience have a significant impact on the total duration of fixation of the respondents' gaze. The paper also discusses the features of reviews that affect their perceived usefulness, credibility, and valence.