The thesis analyzes the influence of online reviews on the purchasing behavior of consumers in tourism. Through a detailed analysis of the literature and empirical research, the paper studies the way in which online reviews influence trust, quality perception and decisions about the purchase of tourist products and services, thus confirming that online reviews greatly influence the purchasing behavior of consumers in tourism. The research shows how reviews play a key role in the consumer decision-making process, with the number, age and credibility of reviews having a significant impact. The results of the work provide insight into the importance of managing online reviews and their integration into the marketing strategies of tourism companies, with the specific goal of increasing competitiveness and consumer satisfaction. The aim of this paper is to clarify the usefulness and importance of online reviews in tourism and to research how they influence the consumer's decision-making during his trip. The subject of this paper is online reviews with special reference to the research of the role of reviews in the purchasing behavior of consumers in tourism. The purpose of the thesis is to analyze the resources and present the findings that emerged from the research. Initial considerations interpret that online reviews significantly influence the purchasing behavior of consumers in tourism, whereby positive reviews increase the credibility of choosing certain tourism services or products, while negative reviews reduce this probability. The fact is that online reviews have become a key factor in consumer decision making. They allow users to share their experiences with products and services, providing meaningful information to future customers. Positive reviews increase trust and encourage purchase, while negative reviews can turn potential customers away. In tourism, reviews play a special role because they significantly influence the choice of accommodation, destinations and other tourist services and products. Thus, online reviews shape consumer perception and have a direct impact on market trends and customer behavior, and companies that want to achieve good business results must adhere to this.