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Título
The effects of the aesthetics and composition of hotels’ digital photo images on online booking decisions
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Humanities and Social Sciences Communications
Número de la revista
1
Cita Bibliográfica
Cuesta-Valiño, P., Kazakov, S., Gutiérrez-Rodríguez, P., y Rua, O. L. (2023). The effects of the aesthetics and composition of hotels’ digital photo images on online booking decisions. Humanities and Social Sciences Communications, 10(1), 1–11. https://doi.org/10.1057/s41599-023-01529-w.
Editorial
Springer Nature
Fecha
2023
Resumen
[EN] Photographic images help customers perceive product information more accurately and
clearly. A customer’s perception of a particular product also influences their decision to
purchase it. In the context of a hotel, guests evaluate digital hotel photos online during their
booking decision process. While a large body of research has contributed to the understanding
of how hotel online digital images shape hotel customer behaviour, little is known
about the aesthetics, content, and composition of hotel images and their effects on booking
decisions. In addition, previous research has routinely been criticised for having methodological
limitations. These studies have routinely used surveys and experiments to explore how
hotel pictures affect customer perception of the hotel and his/her booking intentions. Unlike
prior studies, this research scopes a determination of the ‘selling’ properties pertinent to
the hotel’s digital images placed online on the hotel-themed websites with the application of
the latest technologies pursuant to visual data mining, processing and analysis. This study
employed Google’s Inception v3 neural network as an AI solution for embedding and classifying
hotel photo images with the further application of logistic regression and fuzzy cognitive
mapping method. The results of the present study determined the hotel picture
properties that may engender positive customer perception of the hotel and sequentially can
precipitate hotel booking. The revealed ‘selling’ hotel image properties comprise (a) light and
time of the photo shooting, (b) image colour scheme, (c) human presence, and (d) shooting
angle. This study suggests a set of practical recommendations to hotel marketers to develop
‘selling’ photo images that generate hotel bookings online. The completed research is one of
the first in the nascent literature stream in AI-powered computer vision solutions studies to
determine the effects of photo aesthetics on online hotel bookings.
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