The choice of guests when booking a hotel online is closely tied to their fear of being misled. A study conducted by researchers from the Hong Kong Polytechnic University revealed that this can be explained by the concept of "perceived risk”, which refers to the level of uncertainty that customers believe they face when making a purchasing decision and which influences the degree to which they question it. This concept is particularly relevant in the context of online hotel bookings, where guests rely on information like reviews, images, and descriptions to make their decision. In effect, it means that if prospective guests have doubts about what they are seeing online, they will quickly inc
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