Does photo presentation matter for increasing booking intention?

ABSTRACT

Guests heavily rely on photos to evaluate accommodation properties, due to hospitality’s intangible and experiential nature. However, little is known for how to effectively present photos for increasing a guest’s booking intention. Drawing from cue consistency theory, this study examines the effects of photo presentation (i.e., the number of photos, organization of photos, and congruency of the first photo with a headline) on booking intention. The findings indicate that a higher number of photos, organized photos, and congruent first photo with a headline enhance customers’ booking intention. The interaction effects suggest that the organized photos foster booking intention at a lower number of photos with an incongruent first photo with a headline. However, if the first photo is congruent with a headline, customers have no different booking intention between the higher and lower number of photos, regardless of the organization. Implications and limitations are discussed.

由于酒店的无形性和体验性, 客人在很大程度上依赖照片来评估住宿酒店. 然而, 对于如何有效地展示照片以提高客人的预订意愿知之甚少. 根据线索一致性理论, 本研究考察了照片呈现 (即照片数量、照片组织以及第一张照片与标题的一致性) 对预订意图的影响. 研究结果表明, 更多的照片、有组织的照片以及与标题一致的第一张照片会增强客户的预订意愿. 互动效应表明, 有组织的照片在数量较少的照片中培养了预订意图, 第一张照片带有标题, 不协调. 然而, 如果第一张照片与标题一致, 那么无论组织如何, 客户在较高数量和较低数量的照片之间都没有不同的预订意图。讨论了影响和局限性.

KEYWORDS:

• Airbnb
• booking intention
• cue consistency theory
• photo presentation

Disclosure statement

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