The impact of visual, auditory, textual stimuli on crowdfunding: evidence from tourism projects

ABSTRACT

Discover the secrets to crowdfunding triumph. In start-up tourism enterprises, mastering the art of captivating and converting users into sponsors through multimodal stimuli is paramount. Researchers used deep learning to deeply mine the text, images and video promotional content of 3,659 travel crowdfunding projects and nine classifiers to predict crowdfunding project success dynamically. We unearthed fascinating insights: Images spark attention, but video and text drive user conversion to sponsorship. Speech tends to deliver information, facts, or opinions. Key successful project predictors include positive emotions, pro-social engagement, cognitive vocabulary, increased video scenes and rapid visual variation. While consistent multimodal data bolsters model clarity, it does not markedly boost prediction. Lastly, linear and tree-based models outperform their nonlinear counterparts and have better prediction results.

KEYWORDS:

• Data mining
• forecasting model
• deep learning
• computerised video content analysis
• crowdfunding entrepreneurs

Disclosure statement

No potential conflict of interest was reported by the author(s).