An Exploration of the Effects of Photograph Content, Photograph Source, and Price on Consumers’ Online Travel Booking Intentions

Abstract

This research employed two experimental studies to examine the relationship of photograph content with consumers’ online travel booking intentions, the role of photograph source in this relationship, and the impact of photograph content on consumer reaction to price. Study 1’s findings suggest that perceived information value mediates the effect of photograph content on consumers’ booking intentions, with product-focused photographs perceived as being higher in information value than experience-focused photographs. Further, perceived photograph credibility was found to influence consumer reaction to photograph content, with photograph source moderating the photograph content-perceived photograph credibility relationship. Study 2’s findings suggest that photograph content moderates the price–booking intentions relationship. When the price is higher than the average in the market, consumers are likely to rely more heavily on product-focused photographs than on experience-focused photographs to inform the booking decision. Together, the findings of these studies can guide travel marketers in developing cost-effective, photograph-based online content.