The persuasive power of video in hospitality: How guest-generated video reviews influence customer engagement

Guest-generated video reviews are increasingly prevalent on online travel platforms, yet their effects and mechanisms remain underexplored. Drawing on media richness theory, this study is among the first to examine whether and how such reviews enhance customer engagement, measured by subsequent review volume. We adopt a multimethod approach that combines econometric analysis with a controlled experiment to establish causal inference and uncover underlying mechanisms. Using a 24-month panel of 4471 hotels on Ctrip.com, difference-in-differences results show that guest-generated video reviews significantly increase customer engagement, with stronger effects for higher-tier or large hotels. Experimental evidence further demonstrates that these effects operate through increased information diagnosticity and social presence. Additional video content analysis reveals that human presence, higher informational richness, better visual quality, and longer duration further amplify the positive effects. These findings extend media richness theory to consumer-generated video reviews and offer insights into how richer review media stimulate engagement in hospitality settings.