Abstract
Listing images are part of a property’s “shop window” to the world, impacting performance. Recent neuroscience and psychology research suggests that when combined in an interaction, color and scene in an image may not have a significant effect except for achromatic colors, which require fewer processing resources. As a first test of the achromatic feature integration theory of attention in tourism research, we use generalized linear mixed modeling on 0.26 million properties in 30 US locations with extensive control variables. The results find significantly stronger color interaction effects on demand for different scenes only for achromatic colors (white, gray, and black). Images that emphasize achromatic colors in scenes provide the most positive effect on consumers since they minimize processing resources. The research suggests that accommodation providers should take a more analytical approach to creating and selecting listing images, considering the potential interaction effects of image features on overall visitor behavior.
Published Version
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