The study from the institution’s Department of Tourism reveals more than half of hotel customers always consult review site before booking. Of the 1,021 internet users surveyed, about 17% say review sites are essential to booking, 31% say important and 48% say important but recognise the need to handle with care. The study, carried out in conjunction with ITB Berlin, also reveals how consumers rate review sites as an information source with 46% saying they are the most important source for choosing hotels/accommodation while, 28% say the website is most important and almost 20% say friends and acquaintances. When it comes to credibility the findings are interesting and the study reveals some figures around the cost of gaming the various systems when it comes to purchasing likes, fans, followers and fake reviews. Get the full story at Tnooz