ABSTRACT

Guests heavily rely on photos to evaluate accommodation properties, due to hospitality’s intangible and experiential nature. However, little is known for how to effectively present photos for increasing a guest’s booking intention. Drawing from cue consistency theory, this study examines the effects of photo presentation (i.e., the number of photos, organization of photos, and congruency of the first photo with a headline) on booking intention. The findings indicate that a higher number of photos, organized photos, and congruent first photo with a headline enhance customers’ booking intention. The interaction effects suggest that the organized photos foster booking intention at a lower number of photos with an incongruent first photo with a headline. However, if the first photo is congruent with a headline, customers have no different booking intention between the higher and lower number of photos, regardless of the organization. Implications and limitations are discussed.

摘要

由于酒店服务的无形和体验性质，客人严重依赖照片来评估住宿物业。然而，对于如何有效地展示照片以增加客人的预订意愿，人们知之甚少。从线索一致性理论出发，本研究考察了照片展示（即照片数量、照片组织以及第一张照片与标题的一致性）对预订意图的影响。调查结果表明，更多的照片、有组织的照片以及与标题一致的第一张照片会增强客户的预订意愿。交互效果表明，有组织的照片在较少数量的照片与标题不一致的第一张照片上促进了预订意图。但是，如果第一张照片与标题一致，无论组织如何，客户在照片数量的增加和减少之间没有不同的预订意图。讨论了影响和限制。