Third edition of the UsabilityTour, the itinerant research project in the hotel sector conducted in collaboration with CISET. This year’s research has been conducted in a 5-star campsite in the north-east of Italy and involved over 40 testers.
Objective of the analysis: the integration of the reviews within a hotel site.
We wanted to deepen the behavior of users towards reviews, the main vehicle of social proof on the web. So we have analyzed different aggregation tools of reviews now on the market and available to the structures. The ultimate goal was to evaluate their effectiveness in directing the user to the booking.