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Diferentiating Emotional Hotel Experiences
- 1. Dr. ir. P.M.A. Desmet D. Güiza Caicedo, MSc. drs. M. van Hout Differentiating Emotional Hotel Experiences
- 3. What are EMOTIONS? Reactions towards tangible and non-tangible stimuli
- 5. Repurchase decisions (Allen et al, 1992)
- 6. Customer loyalty (Mattila, 2001)
- 7. The willingness to recommend a service (Harrison-Walker)
- 10. Identify stimuli related to these emotions
- 12. Asked people how they felt and why?
- 13. Used a model of 14 discrete emotions (Desmet, 2009) as a starting point
- 16. 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
- 17. The results helped in the design process of TWOSPECIALIZED TOOLS to evaluate emotions
- 18. PANOREMO Web based application showing a 360° view of an environment www.panoremo.com
- 19. PANOREMO Drag and drop the character anywhere in the picture www.panoremo.com
- 20. PANOREMO Use the specially designed character (Huisman & van Hout) to show how it makes you feel www.panoremo.com
- 21. PANOREMO And add a short text explaining why it makes you feel this way www.panoremo.com
- 22. PANOREMO All results can later be seen simultaneously to identify ‘hot spots’ www.panoremo.com
- 23. CAPTUREMO Mobile based experience sampling application. You first choose an emotion… www.capturemo.com
- 24. CAPTUREMO And you use 3 different types of media to capture the stimuli that made you feel this way. www.capturemo.com
- 25. CAPTUREMO Such as taking for example a picture www.capturemo.com
- 26. CAPTUREMO Or making a voice recording www.capturemo.com
- 27. CAPTUREMO You can then save this report (known as an ‘emoment’) www.capturemo.com
- 28. CAPTUREMO And this way you create a data base of ‘emoments’ which can later be analyzed www.capturemo.com
- 29. KIITOS! (GRACIAS, THANKS, TEŞEKKÜRLER, DANKE תודה רבה , BEDANKT, GRAZIE, ΕΥΧΑΡΙΣΤΏ & OBRIGADO!)
- 30. QUESTIONS? More info available at: www.susagroup.com
Editor's Notes
- 3 pillars of emotional reactions: Physiological arousal Motor expression Subjective feeling This is the one we concentrate in
- This is why we worked together with Susa Group and the TU Delft in trying to develop such tools
- A discrete model of 14 emotions was used (Desmet) Social context emotions Material context emotions Expectation based emotions General well beingbut the respondents were given the liberty to write down their own emotion too.More details of the survey process can be found on the paper
- Approximately 116 people participated
- Reports were divided into 21 differenttypes of eliciting conditionsSome emotions were more often associated with a particular eliciting conditionaversion = hygieneEnjoyment = complimentary items or nice viewFor actual numbers, refer to the working paper
- Mention 3 most salient positive and negativeUnpleasant emotions can serve as signals for failing service quality and related conditions as possibilities for improvements. Pleasant emotions can serve as source of inspiration and as indicators for the hotel’s main strengths For actual numbers, refer to the working paper
- Characters selection from most salient emotionsDeveloped following a scientific process of analysis, design and validation
- Advantages:NO predefinedquestion, so people have the freedom to trully report on anything they seeThe hotspots outcomes give a general idea of which items should be further explored
- Emoments was the prototype name
- We are currently developing protocols that can be used to properly analyze the data collected.The advantage of such a tool is that the emoments are captured as they happen, and is flexible enough to capture all sorts of stimuli