The power of photographs: the impact of marketer- and user-generated photographs on consumers' online hotel booking

Abstract

PurposeThis study examined how marketer- and user-generated photographs jointly influence consumers' online hotel booking.Design/methodology/approachViewing photographs as stimuli that influence consumers' online hotel booking, this study proposes a research model and validates that using one quasi-experiment.FindingsThe findings of this study provide some empirical insights. Marketers can release room- and scene-related photographs. Users can release product- and social-related photographs. The interaction between room-related photographs by marketers and product-related photographs by users can promote energetic arousal and dominance and then promote online booking intention. The interaction between scene-related photographs by marketers and social-related photographs by users can promote energetic arousal and dominance and then promote online booking intention. Pleasure, energetic arousal and dominance can positively influence the attitude toward photographs. Pleasure and energetic arousal can positively influence the attitude toward photographs and then positively influence booking intention. Dominance can positively influence booking intention.Originality/valueThe findings of this study reveal significant interaction effects between marketer- and user-generated photographs on consumers' online booking. The findings will help researchers and marketers better understand the impact of photographs on consumers' online hotel booking.