| Author: | He, Shilin |
| Title: | Hotel experience videos generated by influencers – the implication of video marketing on brand equity and video sharing |
| Advisors: | Au, Norman (SHTM) |
| Degree: | M.Sc. |
| Year: | 2022 |
| Subject: | Hospitality industry -- Marketing Influence (Psychology) Internet marketing Branding (Marketing) Social media Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | x, 177 pages : illustrations |
| Language: | English |
| Abstract: | In the context that influencer marketing and video making are regarded highly by hotel marketers (Linqia, Inc., 2021; Global Travel News, 2021), this research attempts to explore the process of the impact of hotel experience videos on audiences' intentions of brand equity and video sharing. This research is based on related theories, including value theory, cognitive evaluation theory, sensory stimulation theory, and para-social interaction theory. Through a review of the existing literature and the combination of these theories, the research model integrated elements of the hotel experience video (vividness, authenticity, and influencer self-expression), perceived intrinsic value (functional value, entertainment value, and social value), brand equity and video sharing. Based on this model, this study sets the following research objectives and puts forward 15 hypotheses: (1) to develop a new model for investigating the impact of hotel experience video on audiences' brand equity and video sharing intention by exploring the perception of external elements and intrinsic values; (2) to explore whether different elements of the hotel experience video content will lead to audiences’ perceived value; (3) to investigate whether the audiences' perception of intrinsic value will positively impact the video sharing intention and brand equity. In this research, a total of 312 samples were collected through various online and offline channels. The research results show that the elements of the hotel experience video content can positively arouse different values perceived by audiences, and then further impact the audience's behavior intention. This result first displays that the elements of the hotel experience video content will lead to the audience's perceived value in a positive way. Moreover, it also proves that audiences' perception of value is positively correlated with brand equity from the perspective of the hotel experience video. In addition, this research proposes and validates a new research model based on the logical chain of "external stimulation-intrinsic value perception-behavioral intention" to explain the process of how the elements of the hotel experience video content affect the audience's behavior intention. This model also revealed that influencer self-expression most arouses the audience’s perception of intrinsic values compared with all tested elements of the video, as well as the audience’s perception of functional value and social value can respectively most affect their brand equity for hotels and video-sharing intention. The research results can provide enlightenment and suggestions for filling and expansion of the existing theoretical system, as well as hotels, audiences, and social media influencers can all practically benefit from these research results. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 6913.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.37 MB | Adobe PDF | View/Open |
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