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Study Details
- An online survey was conducted with consumers who had searched online for a restaurant or hotel within the previous 30 days (using any device).
- A total sample of 1201 respondents wascollected between July 21st and August 2nd, 2015.
- Different versions of a local business listing (one for a hotel, the other for a restaurant) were created to include basic info, photos and/or a virtual tour (the same media were used to create each version).
- Respondents were asked to view one of the different versions for each business (in a randomized order). Each respondent viewed:
- 1 hotel listing + 1 restaurant listing; and
- 1 listing with a virtual tour + 1 listing without a virtual tour.
- Note: Presentation of alternate listings were randomized evenly and consistently throughout the field.
- After viewing each listing, respondents were instructed to rate their interest in booking a reservation.
- Ratings for alternate listings (with a tour versus without) were aggregated to understand the impact of virtual tours on interest in the featured business.
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