酒店口碑3.0-视频口碑的重要性

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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