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

Pillai, Rajasshrie

doi:10.1108/jhti-03-2022-0094

Cited by 4 publications

(4 citation statements)

References 99 publications

(198 reference statements)

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“…The study in [26] explored the difference in detection performance between human observers and automated systems by comparing their abilities to identify deepfake videos in the presence of noisy channels. The interesting work in [27] examined tourists' visit intention by watching deepfake destination videos, and found that the factors that affect the tourists' visit intention after watching deepfake videos include information manipulation tactics, trust and media richness, while perceived deception does not influence tourists' visit intention. The study in [28] shows that people are more likely to feel uncertain than to be misled by political deepfakes, but this resulting uncertainty, in turn, reduces trust in news on social media.…”

Section: Related Workmentioning

confidence: 99%

Unmasking Illusions: Understanding Human Perception of Audiovisual Deepfakes

Hashmi,

Shahzad,

Lin

et al. 2024

Preprint

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The emergence of contemporary deepfakes has attracted significant attention in machine learning research, as artificial intelligence (AI) generated synthetic media increases the incidence of misinterpretation and is difficult to distinguish from genuine content. Currently, machine learning techniques have been extensively studied for automatically detecting deepfakes. However, human perception has been less explored. Malicious deepfakes could ultimately cause public and social problems. Can we humans correctly perceive the authenticity of the content of the videos we watch? The answer is obviously uncertain; therefore, this paper aims to evaluate the human ability to discern deepfake videos through a subjective study. We present our findings by comparing human observers to five state-ofthe-art audiovisual deepfake detection models. To this end, we used gamification concepts to provide 110 participants (55 native English speakers and 55 non-native English speakers) with a webbased platform where they could access a series of 40 videos (20 real and 20 fake) to determine their authenticity. Each participant performed the experiment twice with the same 40 videos in different random orders. The videos are manually selected from the FakeAVCeleb dataset. We found that all AI models performed better than humans when evaluated on the same 40 videos. The study also reveals that while deception is not impossible, humans tend to overestimate their detection capabilities. Our experimental results may help benchmark human versus machine performance, advance forensics analysis, and enable adaptive countermeasures.

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Section: Related Workmentioning

confidence: 99%

Unmasking Illusions: Understanding Human Perception of Audiovisual Deepfakes

Hashmi,

Shahzad,

Lin

et al. 2024

Preprint

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“…Customers seeking a hotel may feel more inclined to book a hotel after watching deepfake hotel videos. Therefore, there is a need to assess the impact of deepfake video advertisement with more investigation within its relationship with other types of information manipulations tactics that eventually affect the customers intentional behaviors (Sivathanu & Pillai, 2022).…”

Section: Deepfakes and Perceived Media Richnessmentioning

confidence: 99%

“…In the hotel industry, various hotel advertisements are displayed on technology platforms to attract consumers (Kim & Jun, 2016;Leung & Jiang, 2018;Stafford, 2020). Therefore, booking intention refers to the readiness of online customers to reserve accommodation through the digital platforms of service providers (Sivathanu & Pillai, 2022).…”

Section: Hotel Booking Intentionmentioning

confidence: 99%

“…The rationale for selecting these media forms as the focus of this research lies in the limited literature available on fake news, deepfake video advertisements, misleading advertisements within the context of the hotel sector (Vasist & Krishnan, 2022). Additionally, there is a noticeable gap in the literature concerning deepfake video advertising within the hotel sector context, and its implications remain unclear (Sivathanu & Pillai, 2022). As a result, this research aims to measure the influence of disinformation transmitted through media channels, including different forms of fake news, deepfake video advertisements, and misleading advertisements, on customers' intentions to book hotels.…”

Section: Introductionmentioning

confidence: 99%

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Digital Disinformation Effect on Hotels Customer Response: An Overview and Future Research Directions

Nassar,

Elsaqqa,

Hagras

2023

Pharos International Journal of Tourism and Hospitality

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The rapid proliferation of digital disinformation represents a critical issue facing consumers and industries such as hospitality. Various forms of fabricated multimedia content and fake narratives can permeate online spaces and sway customer decision-making. This article explores the potential effects of exposure to digital disinformation, including fake news, deepfakes, and misleading advertisements, on hotel booking intentions. It outlines existing perspectives on disinformation typologies and tactics for manipulating information in the digital sphere. The discussion synthesizes key theoretical frameworks concerning media richness and information manipulation that may explain consumer responses. While academic research on these complex dynamics in the hotel sector remains sparse, this article highlights crucial areas for further empirical investigation. It concludes by proposing important implications for both customers and hospitality practitioners in navigating today's disinformation landscape to make informed decisions and policies. More scholarly attention to digital disinformation and its impacts can offer timely insights into emerging risks for industry and consumers.

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Evaluating the Influence of YouTube Vlogs on Hotel Booking Decisions

Lata,

Rana

2024

Advances in Human and Social Aspects of Technology

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With the popularity of social media, YouTube Vlogs are playing a crucial role for travelers' hotel booking. YouTube Vloggers create videos of their travelling experiences and upload which help the novice travelers to make an informed choice about their decision on hotel booking. The current study examines what determines travelers to adopt information from YouTube Vlogs for online hotel bookings and how it influences their intentions. A research model was prepared and further, analyzed by sampling 256 Indian travelers who used YouTube Vlogs prior to their hotel booking. The hypotheses of this paper were analyzed by applying structural equation modeling (SEM) using partial least squares (PLS). The findings of this study identified that information quality, source credibility, and trust emerged as crucial factors influencing the adoption of YouTube Vlogs for hotel booking among travelers. This study expanded the information adoption model by introducing a new element, specifically the inclusion of the construct of trust.

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

Cited by 4 publications

References 99 publications

Unmasking Illusions: Understanding Human Perception of Audiovisual Deepfakes

Unmasking Illusions: Understanding Human Perception of Audiovisual Deepfakes

Digital Disinformation Effect on Hotels Customer Response: An Overview and Future Research Directions

Evaluating the Influence of YouTube Vlogs on Hotel Booking Decisions

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