Diferentiating Emotional Hotel Experiences

Dr. ir. P.M.A. Desmet
D. Güiza Caicedo, MSc.
drs. M. van Hout
Differentiating Emotional Hotel Experiences

What are EMOTIONS?

What are EMOTIONS?
Reactions towards tangible and non-tangible stimuli

Why are they RELEVANT in a hotel?
Post-purchase satisfaction (Oliver, 1993)
Repurchase decisions (Allen et al, 1992)
Customer loyalty (Mattila, 2001)
The willingness to recommend a service (Harrison-Walker)
The willingness to ‘forgive’ an occasional service failure (Mattila, 2001)

A few tools are available to measure emotions but they are NOT specialized for the hospitality field

In this context an EXPLORATORY study was set up to:
Identify relevant/salient emotions typically experienced in hotels
Identify stimuli related to these emotions
Use the results in the process of developing service-specific emotion measuring tools

Study SETUP
Online survey available in 3 languages (English, Dutch & Spanish)
Asked people how they felt and why?
Used a model of 14 discrete emotions (Desmet, 2009) as a starting point
Participants recruited via social networks and hospitality industry forums

Study RESULTS
100+ participants worldwide
348 reports in total

Study RESULTS
Reports were divided into 21 types of eliciting conditions:

Study RESULTS
ATTRACTION
HOPE
PRIDE
ENJOYMENT
ADMIRATION
SATISFACTION
FASCINATION
16%
15.1%
6.8%
5.3%
4.7%
4.2%
2.1%
0.9%
1.8%
4.2%
5%
7.1%
12.5%
14.2%
AVERSION
FEAR
SHAME
SADNESS
CONTEMPT
DISSATISFACTION
BOREDOM

The results helped in the design process of TWOSPECIALIZED TOOLS to evaluate emotions

PANOREMO
Web based application showing a 360° view of an environment
www.panoremo.com

PANOREMO
Drag and drop the character anywhere in the picture
www.panoremo.com

PANOREMO
Use the specially designed character (Huisman & van Hout) to show how it makes you feel
www.panoremo.com

PANOREMO
And add a short text explaining why it makes you feel this way
www.panoremo.com

PANOREMO
All results can later be seen simultaneously to identify ‘hot spots’
www.panoremo.com

CAPTUREMO
Mobile based experience sampling application.
You first choose an emotion…
www.capturemo.com

CAPTUREMO
And you use 3 different types of media to capture the stimuli that made you feel this way.
www.capturemo.com

CAPTUREMO
Such as taking for example a picture
www.capturemo.com

CAPTUREMO
Or making a voice recording
www.capturemo.com

CAPTUREMO
You can then save this report (known as an ‘emoment’)
www.capturemo.com

CAPTUREMO
And this way you create a data base of
‘emoments’ which can later be analyzed
www.capturemo.com

KIITOS!
(GRACIAS, THANKS, TEŞEKKÜRLER, DANKE
תודה רבה , BEDANKT, GRAZIE, ΕΥΧΑΡΙΣΤΏ & OBRIGADO!)

QUESTIONS?
More info available at:
www.susagroup.com

Diferentiating Emotional Hotel Experiences

by davidguiza

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