User Generated Video Reviews by Hotel Guests
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This presentation summarizes a research study on user-generated video reviews by hotel guests. The study had two phases: first, collecting over 50 video interviews of guests' experiences at a Toronto hotel to understand preferences for online reviews; second, evaluating whether these video reviews are more authentic, believable and trustworthy than text reviews. Survey results from phase one found that most guests use reviews to select hotels but have not posted one before, and over half would consider posting a video review. Phase two will assess differences between text and video versions of the same feedback to build the case for incorporating video reviews into existing systems.
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User Generated Video Reviews by Hotel Guests
- 1. ENTER 2017 Research Track Slide Number 1 User Generated Video Reviews by Hotel Guests Jonathan Turco Chris Gibbs Deb Fels Ryerson University, Canada jturco@Ryerson.ca Iedc.ca
- 2. ENTER 2017 Research Track Slide Number 2 Agenda for Day • Motivation • Our Experiment • Methodology • The Study • Future
- 3. ENTER 2017 Research Track Slide Number 3 Initial Motivation Inclusive Media and Design Centre www.imdc.ca Designing systems and technology to make media more inclusive. We research, create and evaluate inclusive media. Emotichair; Live Describe Video; Vibrochord; Signlink Studio
- 4. ENTER 2017 Research Track Slide Number 4 My Contribution Hospitality & Tourism Needs •Industry relationships and knowledge of value to hotels •Understanding of the literature related to hotel reviews •Experience with Trust You and other hotel review tools
- 5. ENTER 2017 Research Track Slide Number 5 Hotel Feedback Systems • Reviews are a key component of hotel management (Leung, Law, Van Hoof & Buhalis; 2013) • Reviews are an important source of information for consumer decision making (Ye, Law, Gu & Chen; 2011) • A 1 point swing on Travelocity’s five-point rating scale on average sways room rates by 11% (Anderson, 2012)
- 6. ENTER 2017 Research Track Slide Number 6 Video Feedback • Online video has exploded; predicted to represent 82% of internet traffic by 2019 (Cisco, 2015) • 68% of adults in the United States adults own a smartphone (Anderson, 2015) • consumers are 67% more likely to make a hotel booking when a video tour is available (Hotelmarketing.com, 2014) • Almost 100% text based, limited innovation and change.
- 7. ENTER 2017 Research Track Slide Number 7 Our Experiment Research Vision Video represents a new approach which could improve existing online hotel guest review systems. Research Goal Our goal is to provide an audio/video alternative to text reviews and evaluate the authenticity, believability, trustworthiness and business value of that alternative system
- 8. ENTER 2017 Research Track Slide Number 8 Our Experiment Phase 1 Video Collection Collect and analyse customer at the Toronto Marriott Downtown Eaton Centre Hotel. Phase 2 Experiment Evaluate reviews collected and compare to text. •Authenticity •Believability •Trustworthiness
- 9. ENTER 2017 Research Track Slide Number 9 Socius Pro www.sociuspro.com
- 10. ENTER 2017 Research Track Slide Number 10 Video Collection • 50+ Interviews at Marriott Hotel • 30 Seconds or less to summarize experience • Followed by 7 question survey
- 11. ENTER 2017 Research Track Slide Number 11
- 12. ENTER 2017 Research Track Slide Number 12 Survey Results (n=52) • 62% often or always use reviews when selecting a hotel • 73% had never posted a review for a hotel prior to the study • 60% agreed that they would post a video review if it was an option in the future
- 13. ENTER 2017 Research Track Slide Number 13 Observations • Most participants were familiar with using touch interfaces, and interacting with a computer video camera • No correlation in a guest’s likelihood to use or post online video reviews in the future • The theoretical contribution is the evaluation of the collected data and analysis to provide content for the second phase of the study
- 14. ENTER 2017 Research Track Slide Number 14 Phase 2 Assess the differences between text and video versions of the same feedback. Participants in Phase II will evaluate: – Believability (Beltramini and Evans, 1985) – Trustworthiness and Authenticity (Deutsch, 1960)
- 15. ENTER 2017 Research Track Slide Number 15 Future • First step in building the case for video reviews • Potential recommendation; hybrid model text and video availability
- 16. ENTER 2017 Research Track Slide Number 16 THANK YOU & QUESTIONS www.imdc.com www.sociuspro.com
Editor's Notes
- ASL – IMDC Story Inclusive Media and Design Centre Designing systems and technology to make media more inclusive. We research, create and evaluate inclusive media. HTM Needs Text Based Reviews Full Integrated Video Alternative Audio Description: examining alternative approaches to audio description in television and live theatre LiveDescribe, a free amateur audio description tool Enhanced Captioning: examining alternatives to traditional captioning in television and movies EnACT (Enhanced and Affective Captioning Tool), a free captioning tool Music Visualization: a visual representation of music that conveys meaning and information The Emoti-Chair: a chair designed to allow Deaf and hard of hearing individuals to feel music The Vibrochord: a keyboard designed to play purely tactile music on the Emoti-Chair Signlink Studio and Signlink CMS, a program designed for Deaf and hard of hearing vloggers
- ASL – IMDC Story Inclusive Media and Design Centre Designing systems and technology to make media more inclusive. We research, create and evaluate inclusive media. HTM Needs Text Based Reviews Full Integrated Video Alternative Audio Description: examining alternative approaches to audio description in television and live theatre LiveDescribe, a free amateur audio description tool Enhanced Captioning: examining alternatives to traditional captioning in television and movies EnACT (Enhanced and Affective Captioning Tool), a free captioning tool Music Visualization: a visual representation of music that conveys meaning and information The Emoti-Chair: a chair designed to allow Deaf and hard of hearing individuals to feel music The Vibrochord: a keyboard designed to play purely tactile music on the Emoti-Chair Signlink Studio and Signlink CMS, a program designed for Deaf and hard of hearing vloggers
- •(2008) also argues that potential consumers use online consumer reviews as one way to reduce risk and uncertainty in the purchase situation •Ye, Law and Gu (2009), report that positive online reviews contribute significantly to an increase in hotel bookings •The results show that overall rating, attribute ratings of purchase value, location and cleanliness, variation and volume of consumer reviews, and the number of management responses are significantly associated with hotel performance. Xie Zhang 2014 •Online reviews have become one of the most important information sources in consumers’ lodging decision 3 making (Ye, Law, Gu & Chen; 2011) •Consumers tend not to book a hotel without seeking online reviews (Kim et al., 2011). •For example, 53% of travelers would not commit to a hotel reservation until they read online reviews and 77% usually or always refer to online reviews before choosing a hotel (TripAdvisor, 2013) •online reviews for hotels become a key component of hospitality management (Leung et al., 2013). •trust in consumer reviews (Ayeh et al., 2013; O’Connor, 2008; Racherla et al., •2012 for TripAdvisor.com) •a one-point swing on Travelocity’s five-point rating scale on average sways room rates by 11%, (Anderson, 2012)
- ASL – IMDC Story Inclusive Media and Design Centre Designing systems and technology to make media more inclusive. We research, create and evaluate inclusive media. HTM Needs Text Based Reviews Full Integrated Video Alternative Audio Description: examining alternative approaches to audio description in television and live theatre LiveDescribe, a free amateur audio description tool Enhanced Captioning: examining alternatives to traditional captioning in television and movies EnACT (Enhanced and Affective Captioning Tool), a free captioning tool Music Visualization: a visual representation of music that conveys meaning and information The Emoti-Chair: a chair designed to allow Deaf and hard of hearing individuals to feel music The Vibrochord: a keyboard designed to play purely tactile music on the Emoti-Chair Signlink Studio and Signlink CMS, a program designed for Deaf and hard of hearing vloggers