Presentation Formats of Policy Statements on Hotel Websites and Privacy Concerns: A Multimedia Learning Theory Perspective

Hee Andy Lee, Norman Au, Chun Hung Roberts Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

15 Citations (Scopus)


Information privacy is one of the major reasons that explains why many travelers are hesitant to provide personal information for online reservations. Despite the fact that most hotels provide privacy policy statements on their websites, little research has been done to examine how the format of these privacy statements affects customer trust. Based on the control/restricted theory and cognitive theory of multimedia learning, this study demonstrates how perceived control and learning can affect trust. Participants were shown validated privacy policy statements in a text format or a video format before they rated the trustworthiness of the hotel. The findings from 193 usable samples confirmed that the video was more effective in increasing trust and that it did so by increasing perceived control. The results suggest that hotel companies without a strong brand history can still establish customer trust by providing a well-located, well-executed, and easily understood online video privacy statement. Theoretical and managerial implications are discussed, and future research suggestions are provided.
Original languageEnglish
Pages (from-to)470-489
Number of pages20
JournalJournal of Hospitality and Tourism Research
Issue number4
Publication statusPublished - 1 Nov 2013


  • multimedia learning
  • online privacy
  • perceived control
  • trust

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

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