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ID:4186463
大小:1.84 MB
页数:9页
时间:2017-11-29
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1、HospitalityWordofMouth3.0-theimportanceofWordofVideo(WoV)KirakiStampoulidouAlumniofLondonMetropolitanUniversityLondon,UKe-mail:k.stamp@gmail.comIoannisS.PantelidisUniversityofBrightonBrighton,UKe-mail:I.Pantelidis@brighton.ac.ukABSTRACTWordofmouthhasbeenakeypart
2、ofeveryeffectivemarketingstrategyforhospitalitybusinesses.Withitsintangiblenature,hospitalityfindsitdifficulttomarketitsservices.Pastcustomerexperiencesareoneofthebeststrategiesthatallowssomequantificationofthequalityoftheproduct.Socialmediaandthegrowthofweb2.0h
3、aveenabledwordofmouthtobesharedamongstmillionofpotentialcustomers,onethereforecanarguethatelectronicwordofmouth(e-wom)hasbeenthesuccessorofthetraditionalwordofmouth.Howeverrecentincreaseofm-commerceandthedevelopmentofcheapandeasySmartphonetechnologysuggeststhatt
4、henextstageofe-Womistheuseofvideobloggingasamethodofsharinghospitalityrelatedexperiences.Thepaperexploresthethesisthatwordofvideowillbethenaturalevolutionofe-wominhospitality.Itattemptstoexplorethisbycomparingresponsestoatextreviewofarestaurantversusavideoreview
5、ofthesamerestaurant.Participantsoftheexperimentareinvitedtoeithercommentonthetextrevieworthevideoreviewandtheresultsfromthetwosamplesarecompared.Earlyfindingssuggestthathospitalityusersfindpicturesmoreusefulandtrustworthyfollowedbytextreviews.Videobloggingcomeso
6、nlythirdintermsoftrustworthinessandusefulness.ThefindingsarealsovalidatedbyqualitativecommentsleftbyLinkedInusers.Finallyfindingsfromthissampleshowasignificancedifferencewhenitcomestohotelpurchaseintentionsversusrestaurantvisitintentions,thisfindingmaysuggesttha
7、tonlinereviewsarelessimportantforhabitualpurchases.Thepaperfindingssuggestimplicationsformanagementwhomaychosetoinvestinplatformsthatfacilitatetheuseofbothewomandwovasanintegratedefforttotheorganisationsmarketingstrategy.Theresearchislimitedbythesmallsamplesizea
8、ndfutureresearchcouldconsideramoreindepthqualitativeapproachthatallowsforbetterunderstandingoftheconsumerperceptionsofbothewomandwov.Havingsaidthatthispaperdeliversan
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