Can you tell me where to stay? The effect of presentation format on the persuasiveness of hotel online reviews

Marcin Bartosiak

Current Issues in Tourism, 2021, vol. 24, issue 8, 1109-1122

Abstract: Computer-synthesized speech is emerging as a significant human–computer interface in post-PC devices like smartphones or home assistants. The hospitality industry is at the forefront of this trend – some of the largest brands and operators recognize the importance of voice-first experience for their customers. This paper contributes two elements of novelty to the literature. First, it addresses an aspect of online reviews in hospitality and tourism that has received limited attention: persuasiveness. Second, it focuses on computer-synthesized speech as a new format of online reviews presentation. While a typical consumer review consists of text accompanied by images and numeric ratings, the study uses computer-synthesized speech as a presentation format. The study finds that individuals’ purchase intentions and trust beliefs increase when they listen to reviews produced with computer-synthesized speech instead of reading text reviews. The paper offers a discussion on the implications of these findings.

Date: 2021
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DOI: 10.1080/13683500.2020.1765749

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