The effect of deepfake video advertisements on the hotel booking intention of tourists

Abstract

Purpose

This study aims to investigate the effect of deepfake video advertisements on hotel booking intention by applying the media richness theory (MRT) and information manipulation theory (IMT).

Design/methodology/approach

A quantitative survey was conducted using a structured questionnaire to understand the effect of deepfake hotel video advertisements on booking intention. A large cross-section of 1,240 tourists was surveyed and data were analyzed with partial least squares structural equation modeling (PLS-SEM).

Findings

The outcome of this research provides the factors affecting the booking intention due to deepfake hotel video advertisements. These factors are media richness (MR), information manipulation (IM) tactics, perceived value (PV) and perceived trust (PT). Cognitive load and perceived deception (DC) negatively influence the hotel booking intention.

Practical implications

The distinctive model that emerged is insightful for senior executives and managers in the hospitality sector to understand the influence of deepfake video advertisements. This research provides the factors of hotel booking intention due to deepfake video advertisements, which are helpful for designers, developers, marketing managers and other stakeholders in the hotel industry.

Originality/value

MR and IMT are integrated with variables such as PT and PV to explore the tourists' hotel booking intention after watching deepfake video advertisements. It is the first step toward deepfake video advertisements and hotel booking intentions for tourists. It provides an empirically tested and validated robust theoretical model to understand the effect of deepfake video advertisements on hotel booking intention.

Citation

Sivathanu, B. and Pillai, R. (2023), "The effect of deepfake video advertisements on the hotel booking intention of tourists", Journal of Hospitality and Tourism Insights, Vol. 6 No. 5, pp. 1669-1687. https://doi.org/10.1108/JHTI-03-2022-0094