Abstract
This paper explores two kinds of image emotion (awe and excitement) of user-provided images on tourism e-retailing platforms. The current research comprises three studies: Study 1 and Study 3, two laboratory experiments, and Study 2, a field study. These three studies examined the interaction effects of image emotion (awe vs. excitement) and scenic spot type (nature-based scenic spot vs. amusement park) on the perception of helpfulness in reviews. The results of Study 1 showed that regarding amusement parks, user-provided images that participants scored high on the excitement led to more perceptions of helpfulness in reviews. The results of Study 2 showed that image emotion and scenic spot type had interaction effects on the perception of helpfulness in reviews. The results of Study 3 indicated that mental imagery played the mediating role.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
