Extending the Homophily Theory to human images with applications to hotel websites

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International Federation for Information Technologies in Travel and Tourism (IFITT)

This document outlines a PhD workshop presentation on extending the homophily theory to human images on hotel websites. The presentation aims to study how customers respond to similar-other images on hotel websites and determine the most effective way to design such images. It proposes experiments to test whether demographic and behavioral similarity elicited by images leads to more positive cognition, affect, and booking behaviors. The expected outcomes are insights for customizing human images on websites to increase purchase behaviors among target customer segments.

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ENTER 2018 PhD Workshop Slide Number 1
Extending the Homophily Theory to Human
Images with Applications to Hotel Website
Irene Cheng Chu Chan
School of Hotel & Tourism Management,
The Hong Kong Polytechnic University, Hong Kong
irene.cc.chan@connect.polyu.hk

ENTER 2018 PhD Workshop Slide Number 2
Background
• Customers evaluate a hotel based on a generic website
• Customers with different backgrounds demand different
information (Rong, Li, & Law, 2009)
• Targeted advertising: customized messages to target
specific segments based on their interests and
preferences (Schumann, von Wangenheim, Groene, 2014)
Should human images on hotel
website be customized?
1. How do customers respond to similar-other
images on hotel websites?
2. What is the more effective way of
designing similar-other images on hotel
websites?

ENTER 2018 PhD Workshop Slide Number 3
Homophily Theory
Demographically
dissimilar
Behaviorally similar:
choice of activities
Communication and interaction happen more frequently
between a source and a receiver who are similar with each
other (Lazarsfeld & Merton, 1954).
Status homophily
(surface-level)
Value homophily
(deep-level)

ENTER 2018 PhD Workshop Slide Number 4
Framework
Stimuli Organism
Cognition
toward
hotel
Affective
states to
website
H1a
H1b
Response
Booking
behavior
Website
stickiness
Demographic
similarity
H7b
H7a
H5
H6a
H6b
H8
Behavioral
similarity
H2a
H2b
H4H3
(Mehrabian & Russell, 1974)

ENTER 2018 PhD Workshop Slide Number 5
Method
• Three between-subjects experiments
• Subjects: Chinese adults
• Fictional destination & hotel

ENTER 2018 PhD Workshop Slide Number 6
Expected Outcome
• Provide valuable insights to hotel marketers and website
designers
• Similar-other images  higher purchase behaviours
• Implications: human images eliciting similarity with target
customers should be placed on hotel websites

Social media usage in hotel human resources: recruitment, hiring and communication Chris Gibbs, Fraser MacDonald and Kelly MacKay Hospitality and Tourism Management Department, Ted Rogers School of Management, Ryerson University, Toronto, Canada Abstract Purpose – The purpose of this study is to explore the use and non-use of social media (SM) by North American hotels for human resource (HR) activities. Design/methodology/approach – This exploratory study used an online survey and a sampling frame of 1,711 North American hotels with 300 or more rooms, excluding economy properties. With a response rate of 17.1 per cent and a defined population, data were weighted to reflect the midscale, upscale and luxury market classes. Findings – Slightly more than half of North American hotels use SM for HR activities. Higher service level hotels are related to SM HR use generally; midscale properties report higher usage for internal communication. Use of SM in hotel HR is more focused on marketing versus recruitment activities. Research limitations/implications – The generalizability and, therefore, implications are limited to North American hotels, midscale or higher with 300 or more rooms. Future research should complement this broad-based study by delving more deeply into rationale for HR communication over hiring functions for SM and its overall adoption for HR in the hospitality industry. Practical implications – This study provides an understanding of how SM is being used and its perceived usefulness across a variety of HR activities. The findings will inform the application of SM for hotel HR purposes. Originality/value – This is the first empirical study about SM and HR practices in the North American hotel industry. Keywords Hotels, Recruitment, LinkedIn, Social media, Hiring, Human resources Paper type Research paper Introduction Social media (SM) is changing human interaction and the way in which individuals access personal information in the expanding online environment. SM is an example of a discontinuous innovation – a new product that establishes new behavior patterns (Assael, 1984) – and is influencing the way human resource (HR) professionals recruit, screen, hire and terminate employees (Brandenburg, 2008; Brown and Vaughn, 2011; Clark and Roberts, 2010; Davison et al., 2011; Slovensky and Ross, 2011). As noted by Davidson et al. (2011, p. 1), “Technology is now set to revolutionize the way HR management is conducted”. Preliminary research suggests that despite growing use and This research was generously supported by the Office of the Vice President Research and Innovation through the Undergraduate Research Opportunity grant and the Ted Rogers Institute for Tourism and Hospitality Research at Ryerson University. The authors would like to thank Smith Travel Research for providing the hotel sampling frame. The current issue and full text archive of this journal is available on Emerald Insight at: www.emeraldinsight.com/0959-6119.h.

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Design Thinking Field Research

Diana Schneider

More info: http://thinkbrisk.com/brisk_2-cases/ We are avid on-site field researchers, immersing ourselves in our target groups, observing, interviewing, co-creating to capture their specific and unique human needs & expectations with methods from anthropology, ethnography, tech. management and design research. We’ve published these insights at conferences in London, Copenhagen, Boston, LeMans, Munich, Seoul and counting. Here’s a quick recap of 4 of these Design Insights: - Cook & Connect: Designing Urban Collaborative Cooking Spaces for Local Produce - Exploring the Impact of Context Factors in Quick and Correct Use of Public Interfaces - Mindset beyond the Myth: User Research about the Effectivity of Design Thinking Workshops in Semi-Open Ecosystems - Decoding Privacy: Perceptions, Conflicts and Strategies of Privacy in the Mobile World For background info on our field insights or your own research project, don't hesitate to get in touch! research@thinkbrisk.com

Under the background of the new media era with the rapid development of interactive advertising, this paper used case study method based on the summary o f the research of the communication effect of interactive advertising from both domestic and fore ign academia. This paper divided interactive advertising into three types to examine ---- intera ctive ads on official website, interactive ads base d on SNS and interactive ads based on mobile media. Furtherm ore, this paper induced and summarized a self- enhanced dissemination mechanism of the interactive advertising, including three parts which are micro level, meso level and macro level mechanism, micro level embodies core interaction, inner interaction and outer interaction which reveal the whole process of interact with contents, with people and with compu ter, and the communication approach and spread speed sho wn in meso level which is self-fission-type spread, finally in macro level the communication effect of IA achieved the spiral increasing. In a word, this article enriches research procedure of the interactive adve rtising communication effects

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