Seeing isn't always believing: Exploring the influence of misleading photos on consumer responses in hotel industry

IF 11.3 1区化学 Q1 CHEMISTRY, PHYSICAL

ACS Catalysis Pub Date : 2024-09-27 DOI:10.1016/j.ijhm.2024.103934

Kashif Ali Khan , Faizan Ali , Usman Khan , Dehua Sun , Salman Alotaibi

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Abstract

This study examines the impact of misleading photos on consumer’s regret, distrust, and anger, leading to negative word-of-mouth communication. Using a scenario-based experimental design, data were collected from 259 participants via Amazon Mechanical Turk (MTurk). The study further examines these interrelationships across leisure and business traveller groups as well as misleading photos posted on hotel’s official website or user-generated content (UGC). Findings reveal significant relationships between misleading photos and negative emotional responses, including regret, distrust, and anger. These emotions, in turn, affect negative word-of-mouth communication, with regret and anger being significant predictors. The multigroup analysis further identifies differences in emotional responses between leisure and business travelers, emphasizing the need for segment-specific marketing strategies. The study's implications highlight the importance of authenticity and transparency in visual marketing to enhance consumer satisfaction and loyalty while minimizing negative emotional responses. The study offers practical insights for hospitality businesses aiming to improve customer experiences and relationships.

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眼见不一定为实：探讨误导性照片对酒店业消费者反应的影响

本研究探讨了误导性照片对消费者的后悔、不信任和愤怒情绪的影响，从而导致负面口碑传播。本研究采用基于情景的实验设计，通过亚马逊机械手（MTurk）收集了 259 名参与者的数据。研究进一步考察了休闲和商务旅客群体之间的相互关系，以及酒店官方网站或用户生成内容（UGC）上发布的误导性照片。研究结果表明，误导性照片与负面情绪反应（包括后悔、不信任和愤怒）之间存在重要关系。这些情绪反过来又会影响负面口碑传播，其中遗憾和愤怒是重要的预测因素。多群体分析进一步确定了休闲游客和商务游客在情绪反应上的差异，强调了针对不同群体制定营销策略的必要性。研究的意义强调了视觉营销中真实性和透明度的重要性，以提高消费者的满意度和忠诚度，同时最大限度地减少负面情绪反应。这项研究为旨在改善客户体验和关系的酒店业提供了实用的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

ACS Catalysis CHEMISTRY, PHYSICAL-

CiteScore

20.80

自引率

6.20%

发文量

1253

审稿时长

1.5 months

期刊介绍： ACS Catalysis is an esteemed journal that publishes original research in the fields of heterogeneous catalysis, molecular catalysis, and biocatalysis. It offers broad coverage across diverse areas such as life sciences, organometallics and synthesis, photochemistry and electrochemistry, drug discovery and synthesis, materials science, environmental protection, polymer discovery and synthesis, and energy and fuels. The scope of the journal is to showcase innovative work in various aspects of catalysis. This includes new reactions and novel synthetic approaches utilizing known catalysts, the discovery or modification of new catalysts, elucidation of catalytic mechanisms through cutting-edge investigations, practical enhancements of existing processes, as well as conceptual advances in the field. Contributions to ACS Catalysis can encompass both experimental and theoretical research focused on catalytic molecules, macromolecules, and materials that exhibit catalytic turnover.