This study aims to investigate the attitudes of Swedish consumers towardscustomer reviews in Bali. Through this research, Swedish consumers willgain a more accurate understanding of their attitudes towards customerreviews and how these reviews align with the accommodations in Bali.A quantitative method was used, and a survey was constructed to answer theresearch question. The survey was completed by Swedish citizens who hadpreviously visited Bali to provide the study with relevant data.The results indicated that consumers prefer reading customer reviews ratherthan expressing their own opinions and attitudes through such reviews. Alarge majority of consumers are influenced by the content expressed incustomer reviews, although not everyone has complete confidence in all thereviews. Overall, consumers are generally satisfied with their previousaccommodations; however, negative customer reviews have a significantinfluence on consumers' choice of accommodations in Bali.

Swedish travelers’ consumption has increased in relation to better economic conditions and demographic changes. In 2017, domestic leisure travelers’ consumption increased and the reason for such a changed tourism industry which is due to a changed behavior among travelers. One major reason is that internet and social media has had a major impact on the tourism industry (TIllväxtverket, 2017). Social media has developed new marketing techniques such as Influencer Marketing (IM) and Viral Marketing. The purpose of this study is to find out how travelers are affected by IM when choosing a destination, as a basis for this research the writers created a web survey where the target group was Swedish travelers who like to travel, the survey was answered by 188 respondents. The writers used netnography to review ten influencers to build their own interpretation of the subject and the result suggests that influencers have a role as an information source (eWOM) but are not the decision-making source for travelers’ consumption.