This article examines the impact of the use of photographs in online marketing for tourism through a case study based on Japanese-style inns. Nowadays, most Japanese-style inns present photographs of what they think are their key appealing elements on their own social networking and/or video/photo-sharing websites, while guests upload their photographs and write comments on travel or social networking websites and/or on the websites of e-travel agents. Through the medium of ‘netnography’, this research has identified that the photographs presented online by Japanese-style inns can affect decision-making processes of guests and/or expectations in both a positive and a negative way, and e-word of mouth can work together with the photographs to influence prospective guests.

中文翻译：

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照片对旅游业在线营销的影响：以日式旅馆为例

本文通过基于日式旅馆的案例研究，探讨了在旅游业在线营销中使用照片的影响。如今，大多数日式旅馆在自己的社交网络和/或视频/照片共享网站上展示他们认为是其关键吸引力元素的照片，而来宾则在旅行或社交网站和/或网站上上传照片并发表评论在e-travel代理商的网站上。通过“民族志”的媒介，这项研究确定了日式旅馆在线展示的照片可以以正面和负面的方式影响客人的决策过程和/或期望，并且口口相传可以与照片一起影响潜在的客人。